Horlicks

The Horlicks brand traces its roots to the 1870s when British-born pharmacist James Horlick and his brother William, an importer, developed a milk-based supplement while living in the United States. They patented a process to create a dried malted milk extract, aiming to provide nutritious food for infants and invalids. In 1875, they founded a company in Racine, Wisconsin, and began production. The name 'Horlick's' was trademarked; the apostrophe was later dropped for international markets.

The drink gained popularity after being introduced to the United Kingdom in the early 20th century, where it became a staple of British households. Its association with nighttime routines was cemented by 1930s advertising that portrayed it as a cure for sleeplessness.

Horlicks is made from malted barley, wheat flour, milk, and added vitamins and minerals, particularly calcium and B vitamins. A typical serving mixed with hot milk provides about 200 calories and 9.8 grams of protein per 100 grams of powder. It is also available in variants such as 'Light' with reduced sugar and 'Soya' for lactose-intolerant consumers.

Traditionally, Horlicks is prepared by stirring two to three teaspoons of powder into a glass of hot milk or water, though it is often consumed cold in hot climates. In India, where it is sold as a 'health drink' for children, it is commonly mixed with warm milk and sugar.

Horlicks' marketing has evolved over the decades, initially targeting mothers and doctors to establish medical credibility. In the UK, it was advertised as 'The Great Nightcap' and sponsored popular radio and television programs. In India, it is positioned as a brain and height enhancer for children, with a strong presence in school-going households.

During the World Wars, Horlicks was included in military rations due to its long shelf life and nutritional density. It also became a fixture of polar expeditions; both Ernest Shackleton and Edmund Hillary carried it on their journeys. Today, the brand commands a significant market share in India and is also popular in Bangladesh, Sri Lanka, and other regions.

A notable piece of Horlicks history is that James Horlick, not William, is often credited as the driving force behind the original formula; however, William managed the business side and later moved to London to expand the brand. The drink's earliest promotional material featured the slogan 'The Infant's Friend,' a far cry from its later association with adult sleep aid.

In the 1920s, the Horlicks factory in Slough, UK, used a dedicated sideline to the Great Western Railway to transport malt and barley. The brand also inspired the name of a famous racehorse, 'Horlics' (with a misspelling) in the 1950s, which won the 1952 Epsom Derby. More recently, in 2022, the Indian government filed a complaint against GSK for failing to comply with a rule requiring 'malt-based' on the label, highlighting ongoing regulatory scrutiny.

Malted milk

A powder made from malted barley, wheat flour, and milk, used as a nutritional supplement.

Bedtime drink

A warm beverage consumed before sleep, often believed to promote relaxation.

Racine, Wisconsin

City in the US where the Horlicks company was originally founded.