GSK Consumer Healthcare forays into adult HFD segment with launch of Active Horlicks

This new brand Horlicks variant in the Health Food Drink (HFD) category is aimed at catering to the growing demand for nutritional requirements in modern-day adults

e4m by exchange4media Staff
Updated: Nov 15, 2019 2:28 PM
Active Horlicks

GSK Consumer Healthcare has extended the brand Horlicks, India’s leading Health Food Drink (HFD) into adult segment with the launch of its new variant Active Horlicks. 

Active Horlicks is conceived with a vision of catering to the growing demand for nutritional requirements, of the modern-day adults with demanding schedules and little time in hand to address their dietary needs. 

According to experts, recommended dietary allowance are the appropriate quantities of nutrients that are required to maintain good health in adults. While children’s Health Food Drinks are in popular demand amongst adults, there are limited options available in the market that cater specifically to adult recommended dietary allowances and most of the available adult options are twice as expensive as a popular HFD segment product.

As age progresses, there is a greater need to sustain energy levels, particularly in adults due to which high energy levels are important to ensure optimal function of the body throughout the day. Active Horlicks, a tailored product for adults, combats the biggest need among adults which is tiredness and provides fiber and energy nutrients that help you stay active for longer periods of time.

Vikram Bahl, Area Marketing Lead, Nutrition & Digestive Health, GSKCH Indian subcontinent, while commenting on the product launch, said, "With Active Horlicks, we aim to bring for our adult consumers, the first fill that helps to fulfill their daily energy and nutrition requirement in today’s busy lifestyle. Our intent is to launch better products that satisfy the unmet demands of our consumers and Active Horlicks is a testament for the same. With the product designed for adults, Active Horlicks promises to combat fatigue and low energy levels by providing fibre and nutrients that help to stay active for longer.”

Active Horlicks fulfills this need gap by providing a product that is designed specifically as per adult needs and is available at an affordable price.


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