Horlicks is a hot malt milk beverage developed by James & amp; William Horlick. It was first sold as "Baby Horlick and Invalid Food," soon adding "old and tourists" to their labels. At the beginning of the 20th century it was sold as a mixture of substitute powdered beverage. Now marketed as a nutritional supplement and manufactured by GlaxoSmithKline (Consumer Healthcare) in the UK, Australia, New Zealand, Hong Kong, Bangladesh, India and Jamaica.
Video Horlicks
Use of alternative words
" Horlicks " is usually regarded as an indecent "bollock" replacement. This use was exploited by the company in an advertising campaign of the 1990s, in which a harassed housewife cries out "Horlicks" in a context where stronger terms can be expected, thereby expanding the exposure and use of the term for a while.
Substitution in the form of a single noun is also used to refer to a minor disaster or disorder, as in "making a complete horlicks of something". For example, the term was used in July 2003 by British Foreign Secretary Jack Straw ("complete horlicks") to describe irregularities in the preparation and verification of a file on weapons of mass destruction in Iraq.
The term is also used in the British Parliament in Brexit discussions in 2017-12-05. Recently (March 2018), former deputy premier Michael Heseltine, criticized poor management of May Brexit, declared to the Observer: "... we have made the full Horlicks from the Irish border."
Maps Horlicks
Ads
- And Dare, a Pilot of the Future series sponsored by Horlicks in 1952 and was heard Monday through Friday at 7:15. via Radio Luxembourg.
In 1961, Horlicks run a television advertising campaign featuring Scottish entertainer Billy Raymond and an actress. The ad theme is "Horlicks - a drink of food in the evening."
Horlicks was the sponsor of Lum and Abner Show from 1934 to 1937.
Worldwide
Australia and New Zealand
In Australia and New Zealand, Horlicks is imported from the UK and marketed by GlaxoSmithKline. Horlicks available in Original (prepared with hot milk).
Hong Kong
In Hong Kong, Horlicks is known better as a cafà ©  © drink than as a sleep aid. Breakfast is served at cha chaan tengs as well as fast food stores like CafÃÆ' © de Coral and Maxim's Express. Can be served hot or cold, and usually sweetened with sugar. This is made with warm milk, and ice is added to it if you want to drink cold.
India
Horlicks came to India with the British Army; At the end of World War I saw Indian troops from the British Indian Army bring it back with them as a dietary supplement. The presidencies of Punjab, Bengal, and Madras became early adopters of Horlicks and many rich Indians took the Horlicks drink as a family drink in the early 1940s and 1950s. It became a kind of status symbol in the Indian middle class and the wealthy class. The first flavor available in India, like in the UK, is malt.
India, where traditionally marketed as
In recent years, there has been an increase in brand scope in India. By pushing it into newer market segments, Horlicks has become an umbrella brand for a wide range of products ranging from main malt drinks to instant noodles, confectionary, and breakfast cereals. Special formulations of malt beverages for children ( Junior Horlicks ), breastfeeding mothers (Mother's Horlicks), women (Horlicks Women ) and adults ( Lite Horlicks ) exists. Horlicks Biscuit was first launched in 1993, and an energy bar was launched in 2009, named Horlicks NutriBar . Also at the end of 2009, Foodles , an instant noodle brand, launched under the umbrella of Horlicks. This was followed in 2011 by the launch of Horlicks Gold , the premium variant of the malt beverage (dubbed The Best Horlicks Ever ), and Horlicks Oats , the product the first breakfast cereal under the Horlicks brand.
In 2010, Horlicks accounted for 85% of INR 23.06 billion (US $ 340 million) revenue from GlaxoSmithKline in India. Currently the most consumed beverage packaging in India, after bottled water.
The biggest branding event is Horlicks Wizkids. The event started in 2003 and to date has reached approximately 25 million children across India as well as in Sri Lanka, Nepal and Bangladesh.
Ahaar Abhiyan is a Horlicks initiative to raise awareness related to malnutrition among mothers, families and communities. With the sale of every bottle of Horlicks, the company contributed Re 1 to the initiative. The campaign seeks to raise awareness about proper nutrition among mothers of children aged between 3-6 years.
Horlicks Wizkids is an inter-school cultural and literary competition for children from grades 1 through 12. This competition attracts students from India, Sri Lanka, Nepal and Bangladesh. With more than 30 events in the arts, literature, painting and extra-curricular activities, Horlicks Wizkids is the largest interschooling fiesta in South Asia that gives children the chance to showcase their talents on a global platform.
The 2013 edition of Horlicks Wizkids South Asia was held in Bangalore. It consists of five days of rigorous training sessions, talent rounds, project presentations and other fun, learning and recreation activities. More than 100,000 students from more than 1200 schools participated. Five students from Visakhapatnam, Jaipur, Delhi, Hyderabad and Bhubaneshwar get the Horlicks WizTeam title 2013. The winners get a chance to go to the German study program and the cash award from Rs. 100,000 each.
Southeast Asia
In some Southeast Asian countries, such as the Philippines and Malaysia, Horlicks is also sold as a milk-chocolate flavored disc in a paper package, which is then eaten as candy. Horlicks remain popular in Malaysia and Singapore where it is packed with a license from SmithKline Beecham and sold in large tin and glass containers. It is also available in 1.5 kg refill packs. "Taller, stronger, sharper" is the slogan.
South Africa
Besides being used as hot drinks prepared with hot milk, Horlicks is also a popular ingredient in honey and horlicks milkshakes in South Africa.
United Kingdom
In the UK, Horlicks is available in Original (prepared with hot milk), Light (prepared with hot water), Malt Chocolate (prepared with hot water) and Caramel Dream (prepared with hot water). GlaxoSmithKline tried to change its product brand in 2004 to younger consumers by redesigning the packaging and publishing its consumption in a number of trendy London venues like Groucho Club.
The company also has Horlicks Farms and Dairies, a cheese farm, dairy farm and a farm at "Hort Bridge", Ilminster, Somerset. (Cattle breeding centers provide artificial insemination services for farmers). In 1958, he took over The Cheddar Valley Dairy, and in the early 1960s had a round of retail, depot, and shops in Burnham, Cheddar, Clevedon, Glastonbury, Nailsea, Taunton, and Weston-super-Mare.
Company timeline
- 1869: William Horlick from Ruardean, Gloucestershire emigrated to the United States.
- 1873: James Horlick, a pharmacist, joins his brother William in the US and together they set up J & amp; W Horlicks in Chicago to produce patented milk malted beverages as artificial baby food.
- 1875: The business moves to a larger place in Racine, Wisconsin, with an abundant supply of springs.
- 1883: US Patent 278,967 was awarded to William for mixing the first malt milk drink with hot water.
- 1890: James returns to London to set up an office that imports US-made products.
- 1906: Slough selected as site for new factory (see picture).
- 1908: Construction of plant completes at a cost of Ã, Â £ 28,000.
- 1909-1910: Horlicks became popular as provisions for Arctic and South Pole expeditions by Robert Peary, Roald Amundsen, and Robert Falcon Scott.
- 1914: James makes a baronet. World War I saw extensive use of Horlicks drinks at home and in front.
- 1921: James's death causes the company to split, with William responsible for America and the sons of James for the whole world.
- 1928: William Horlick High School was established north of Horlicks headquarters in Racine, Wisconsin.
- 1931: The story "Night Starvation" was developed to promote Horlicks as a drink before bed.
- 1935: Richard E. Byrd named the Horlick Mountains on the edge of the Es Ross Swamp after William, in recognition of his support. A small factory opened in Australia for local markets, including New Zealand. Horlicks milky-chocolate-flavored disks in paper packages, which are eaten as candies, are marketed in the United States through radio ads that touting the convenience they can bring to school by children.
In the United States, Horlicks Tablets are sold as candies, offered in glass bottles that resemble aspirin bottles. In World War II tablets were supplied to the United States, Britain and other forces as energy-saving chips, and included in lifeboats and liferaft rations, and aircrew rescue kits. Today they are packed in a foil pouch, manufactured in Malaysia as Horlicks Malties. - 1936: William Horlick dies, aged 90.
- 1945: US company acquired by UK business Horlicks.
- 1952: Horlicks are associated with the success of gastric ulcer treatment and some forms of diabetes.
- 1960: Factory built in Punjab, India, to make Horlicks from buffalo milk.
- 1968: Factory built in West Punjab, to supply local demand (including Bangladesh today).
- 1969: Horlicks acquired by Beecham Group.
- 1975-78: Construction and expansion of factory in Rajahmundry, Andhra Pradesh.
- 1989: Beecham Group becomes SmithKline Beecham.
- 2000: SmithKline Beecham becomes GlaxoSmithKline.
See also
- Hot beverage list
- Malted milk
- Milo (drink)
- Ovaltine
References
External links
- Horlicks Global Website
- What does Brits mean with "Horlicks"? by Brendan I. Koerner
- Malted Milk Stories from Wisconsin
Source of the article : Wikipedia
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