Is It Healthy to Drink Horlicks?

A well-known product and a brand which is quite cherished in our Indian homes. It has acquired a massive consumer market acquisition since the 1980s under the label of nutritional drink, which is often given as a substitute for milk to children below the age of 16-17 by mothers. But, have you ever given thought to whether Horlicks is truly a nutritional drink, as it was promised to be? 

Let us reverse back to the past to understand the origin and evolution.

Origin and Evolution

The whole concept of  ‘Horlicks’ was the innovation of William and James Horlicks, British-born brothers, in 1873. It was during World War I when Horlicks came to India along with British soldiers as a diet supplement, and soon Indians adopted it as a family drink in the 1940s and 1950s. With growing consumers, Horlicks started its production in India in 1959.

The first flavour that was introduced by Horlicks was malt.

When Horlicks initially came to India, it was marketed as ‘The Great Family Nourisher’. Punjab, Madras, and Bengal were among the states that adopted and introduced the culture of inculcating Horlicks at bedtime and early morning drinks into a routine.

Horlicks came up with new flavours in the year 2003, and every certain period it introduces a new variant.

Ingredients

Horlicks claims to be free from artificial sweeteners, preservatives, and flavours. It is enriched with 14 vitamins like vitamin B6, vitamin D, vitamin B, vitamin C, and minerals. It included folic acid, which is beneficial for boosting cell growth and red blood cell formation, iron, and dietary fibres. 

Horlick contains wheat flour (25%), malted barley (extracted solids) (23%), milk solids (14%), sugar (13.5g), cereal extract (13%), wheat gluten, minerals, emulsifier, salt, soy protein isolate, acidity regulators, vitamins.

Risk factors associated with Horlicks

For a few decades, Horlicks has been advertised to target children to make them taller, stronger, and sharper. However, the claims are nullified by the health experts. They have different opinions regarding the same; they don’t find it to be the right supplement for children.

Horlicks contains 13.5 grammes of sugar in the malt pack. Sugar tends to absorb all the minerals and vitamins that it is promised to. The consumption of sugar is quite high and possesses risk factors for children. 

Malt is high in sugar, and it is just used to enhance the taste of the drink to attract more consumers. It has been tagged as a health supplement in most drinks. Experts believe that malted drinks should be consumed once every two days, as drinking them every day can lead to weight gain and heart disease.

Horlicks flavours

Horlicks offers two flavours: classic malt and chocolate, which are easily available in all drug stores and supermarkets.

Catering for the needs of diabetics and toddlers

Horlicks began to attract its consumers with the tag of a family drink and it remains so. With star celebrities like Amitabh Bhachan, the brand reached the next height.

The feedback and market analysis are strong with Horlicks. They understood the market segment and introduced Junior Horlicks in 1995. The nutritional supplement was given to toddlers who are under the age group of 1-3 years of age. 

Likewise, they understood that they could make a different variant for only women, thus introducing women’s Horlicks to cater to the age range. Also, Horlicks never failed to surprise us. It even introduced Mothers' Horlicks for women who are in their pregnancy and lactation.

How Horlicks attracts and sustains its consumers

Horlicks has understood the market dimensions and customers' needs. Introducing new variants at regular intervals has set the customer's attention and brand value intact.

Horlicks Testimonial

Here are a few of the claims made by Horlicks to consumers.

• It is clinically tested and proven.
• It boosts immunity.
• It promotes cell growth.
• It increases bone mass and density.
• It makes children grow taller, stronger and sharper.

The clinical study conducted in 2006 to test the above claims reveals that they have seen a vast improvement in terms of health and bone formation in children.

The drink is often given as a substitute for milk to allow children to have it effortlessly; the malt included in it contributes to the taste.

End Note

Anything that is consumed in excess can be toxic. When consuming Horlicks, don’t assume that the nutrients present are enough. Make sure you are intaking it in other forms, like greens and vegetables.

Written By: Durrah Ismail Nasir