CHAPTER - 3 PRODUCT PROFILE

'The Great Family Nourisher' Horlicks is the leading Health Food Drink in India and as the 'Most Trusted Drinks Brand' (Economics Times Survey, 2004) in India, enjoys more than half of the Health Food Drink market. Although it has been a popular brand in the Indian market since the 1930s, Horlicks underwent a revamp in 2003 to further increase its relevance. The modern & contemporary Horlicks offers 'pleasurable nourishment' with a delicious range of flavours including Vanilla, Toffee, Elaichi and Chocolate. With revitalized packaging synergistic with the new brand personality, it is a favourite with both mothers for its nourishment and kids for its great taste and variety. Horlicks is sold in a number of countries across the world. In different countries, the product has different formulations in order to cater to varying consumer segments and serve different consumer needs.

In India, the Horlicks available has been scientifically developed and specifically caters to the nutritional needs of the Indian diet. It helps meet the requirements of essential nutrients in children, such as iron and vitamins that aid iron absorption. From the available data, it has been seen that children in India are not getting enough of these vitamins and minerals from their daily diet. Research shows that these nutrients are very important for school age children for their attention, concentration and memory as well as their physical performance and growth. Thus, Horlicks is a beneficial supplement for children to aid not only their growth, but also enhanced attention and concentration. In fact, we have established this through a large clinical trial among school going children.

Horlicks is the only health drink, clinically proven* in India, to make kids taller, stronger and sharper.

A premier research institute of India conducted a 14 month research on Horlicks in a reputed boarding school in Hyderabad. In the research, one group of children was given an ordinary health food drink without the Horlicks micronutrients (or vitamins and minerals) while the other group was given Horlicks. Many tests and 14 months later, it was concluded that the children who consumed Horlicks showed significant improvements in height, muscle mass, bone health and attention/concentration scores as compared to the children who consumed the ordinary health food drink without the Horlicks micronutrients (or vitamins and minerals)#.

Horlicks is also available in a delicious chocolate flavor. When the temperatures soar and your throat feels like the Thar Desert, chilled chocolate Horlicks is the tastiest way to beat the heat. The nutrition of Horlicks packed with the lip-smacking chocolate flavor has won the hearts of children and adults alike so you hear them sing merrily jaise bhi kaise bhi doodh le ao, Chocolate Horlicks shake banao.'jaise bhi kaise bhi doodh le ao, Chocolate Horlicks shake banao..jaise bhi kaise bhi!'

Fun facts about Horlicks

Horlicks was first invented to substitute milk as baby food

The brand has been endorsed by Amitabh Bachchan on the radio(1960-70), Moon Moon Sen and her daughters Raima and Riya (1980s) and Vishwanathan Anand

Horlicks, in India, has tied up with popular kids movies like Ice Age II and Superman Returns

In India, over 2 billion cups of Horlicks are drunk every year!

All Horlicks bottles sold in India in a year placed end to end would form a chain 6 times the length of the great wall of China

Total Horlicks sold in a year weighs as much as 325 blue whales!!

*Study conducted by NIN, Hyderabad on micronutrient enriched beverage, on 869 school children **More muscles #Nutrition, Volume 22, Issue 1, Supplement 1, Pages S1-S40 (January 2006)

The early years are vital for a child`s physical and mental development. As a parent, you would naturally be keen to ensure that your child gets the best nutrition possible for his optimal growth. Nutritional requirements vary according to age. Toddlers are fussy eaters, which may lead to gaps in nutrition. Preschoolers, on the other hand, tend to have a busy schedule, and need adequate nutrition to keep them going through the day. It is therefore important to manage the different nutritional needs of your child according to his age.

To bridge gaps in nutrition and aid your child`s overall development, it may be important to include a nutritional supplement or beverage such as Junior Horlicks as part of the daily diet. Junior Horlicks provides tailor-made nutrition for children, and is available as a two-stage product: Junior Horlicks 1-2-3: An easy to digest* drink for the fussy toddler at home (*Junior Horlicks is partially pre-digested, which helps make it easy to digest)

Junior Horlicks 4-5-6 with Growth Boosters^, Power Vitamins# and Smart Nutrients$: A nutrition

packed health food drink for an

active preschooler

^ Growth Boosters are: protein,

calcium,

vitamin

D, vitamin K and magnesium that are known to promote physical growth.

# Power Vitamins include vitamins B1, B2, B6 and niacin that play a role in release of energy.

$ Smart Nutrients include: iron, iodine, DHA, choline, vitamin C and folic acid that are known to be essential for brain development and functioning.

Mother's Horlicks, launched in 1997, is a superior nutritional supplement with 26 vital nutrients that is scientifically designed keeping the nutritional needs of the pregnant and breast feeding women in mind. An attempt to enhance nutritional superiority saw the launch of its new variant in May 2004 - Mother's Horlicks fortified with DHA.

This unique formulation has an essential fatty acid called docosahexaenoic acid or DHA from a vegetarian source. Numerous studies have suggested that DHA helps in brain development of the child during pregnancy and the first few years of life. It is important to note that in infants, breast milk is the only source of DHA.

In addition to DHA, Mother's Horlicks supplies the recommended quantity of ideal quality proteins [with 100% amino acid score]. Mother's Horlicks, in three serves [6 scoops], provides 100% of the Recommended Dietary Allowance* [RDA] for iron, folate, calcium, vitamins C, B2, B6 and B12 nutrients that are essential for blood and bone health. Mother's Horlicks is also rich in antioxidants [vitamins A, E, selenium, zinc and copper] essential during pregnancy and lactation.

70 % of an adults brain is formed before birth DHA is required for development of brain, eyes and nerves DHA is not easily available from average Indian diet

Moreover, Mother's Horlicks has been manufactured through a natural process of malting or germination that helps to produce enzymes which in turn helps to breakdown complex starches and proteins into simpler molecules making it easy to digest.

Available in all leading chemist outlets in packs of 500 g (Rs. 200 only) and 200 g (Rs. 100 only), Mother Horlicks has best value for money and is the leading nutritional supplement for pregnant and breast feeding women. After all, every mother has a right to healthy babies!!

Benefit for Mother

Benefits for Baby

A scientific combination of 26 vital nutrients for her all round health

Micronutrients and DHA have a significant role in psychomotor development

During lactation, it can help improve the quality and quantity of breast milk

Nourishment

that

can

help

improve the birth weight of babies.

DHA

is

important

for

brain

development and intelligence.

Makes up to 40% of the polyunsaturated (PUFA) of the babys brain Is important for the development of eyes and nerves of the baby fatty acid

'Lite Horlicks' Lite Horlicks is a HFD specially designed to suit the nutritional needs of adults. Packed with 23 vital nutrients, including high quality protein and antioxidants, Lite Horlicks provides strength and stamina by maintaining and repairing damaged body cells. In addition to this, Lite Horlicks has no added sugar and no fats.

Lite Horlicks was launched in 2005, and holds the distinction of being the only nutritional drink which is endorsed by diabetes India as being suitable for people with diabetes.

Lite Horlicks is available in two flavors - Original Malt and Badam.

New Lite Horlicks with zero added sugar* and zero cholesterol##

Contains 26 vital nutrients Has high fibre Is low fat Has essential antioxidants

Talk to your doctor today!

Lite Horlicks is so far the only nutritional products to be endorsed and certified by Diabetes India*. *Diabetes India is the largest body of practicing diabetologists, physicians, medical specialist and researchers interested in the study of diabetes.

'With the Power of Calcium!' Horlicks Biscuits has been growing in popularity ever since it was launched in 1992. Extending the benefits of Horlicks to 'solid' nourishment, Horlicks Biscuits is a favourite among parents and children. Each pack contains the 'Power of Calcium' providing 100% RDA of calcium (as per Codex Ailementarius Commission of 1995). Horlicks Biscuits are available in two flavours - Standard & Elaichi - and live up to the Horlicks promise of 'great taste' and 'nourishment'.

HORLICKS CLINICALLY PROVEN 'Horlicks 5 Signs of Growth' is not just a claim but a clinically proven fact. A premier research institute of India conducted a 14 month research onHorlicks in a reputed boarding school in Hyderabad. In the research, along with their meals, one group of children was given an ordinary health food drink without the Horlicks micronutrients (or vitamins and minerals) while the other group was given Horlicks. Many tests and 14 months later, it was concluded that the children who consumed Horlicks showed significant improvements in the 5 signs of growth: height, muscle mass, bone health and concentration scores as compared to the children who consumed the ordinary health food drink.