Web Page No 2402
2nd September 2017
First Picture: William Horlick
Second Picture:
The Horlicks Factory Slough
Third Picture:
Horlicks tablets
Fourth Picture:
Horlicks Malties
Horlicks
Most of us remember it, some of us liked it ( I did not) but none of us
can forget Horlicks the malted milk hot drink developed
The drink was
originally developed by James and William Horlick and is now marketed and manufactured by GlaxoSmithKline (in the United Kingdom, Australia, New Zealand, Hong Kong, Bangladesh, Pakistan India, and Jamaica.
How is it made? In
the initial stage of manufacturing, milled malted barley and wheat flour are mashed together in hot water
where the starch is converted into sugars. To this sugar solution dairy powders are added.
The water content is then evaporated to form a syrup that is dried in vacuum
band driers to form a cake. This cake is milled into the finished powder.
Claims are often
made by malted milk drinks such as Horlicks that they assist sleep, but these
claims have been difficult to verify. According to GlaxoSmithKline: "While
... research indicates that Horlicks drinks can help you to sleep better, the
exact way in which Horlicks works is not clear."
However, malted
drinks may help to stave off hunger overnight, which can lead to sounder sleep.
The word
"Horlicks" is often taken to be a swear word as in “he made a right
Horlicks of it”. This use was exploited by the company in a 1990s advertising
campaign, in which a harassed housewife exclaims "Horlicks" in a
context where a stronger term could have been expected, thus widening the
exposure and usage for a while.
Publicity:
Dan Dare, Pilot of the Future serial was
sponsored by Horlicks in 1952 and heard Monday to Friday at 7:15 p.m.
over Radio
Luxembourg.
In 1961, Horlicks ran a television
advertising campaign that featured Scottish entertainer Billy Raymond and an actress. The theme of
the advert was "Horlicks – the food drink of the night."
Australia and New Zealand
In Australia and New Zealand,
Horlicks is imported from the UK and marketed by GlaxoSmithKline.
Hong Kong
In Hong Kong, Horlicks is known
better as a café drink than as a sleeping aid. It is served at fast-food shops.
It can be served hot or cold, and is usually sweetened with sugar. It is made
with warm milk, and ice is added to it if a cold drink is desired.
India
Horlicks came to India with the British Army; the end of World War I saw Indian soldiers of British
Indian Army bringing it back with them. Punjab, Bengal and Madras Presidencies
became early adopters of Horlicks and many well-to-do Indians took to drinking
Horlicks as a family drink in early 1940s and 1950s. It became a sort of status
symbol in upper middle-class Indians and rich classes. The first flavour
available in India, as in Britain, was malt. Here it has traditionally been marketed as The Great Family
Nourisher, is the largest market for Horlicks. The Indian formulation
for Horlicks is slightly different than in most other countries, as it is
manufactured from buffalo milk rather than cows milk. In 2003, the brand
underwent a revamp which led to the introduction of new flavours such as
vanilla, toffee, chocolate and honey, The current line-up of flavours
include original (malt), chocolate and elaichi with the latest offering
Horlicks Kesar Badaam added recently to the portfolio, providing a more
specialized taste offering to the consumers.
In recent years, there has been an
increase in the scope of the brand in India. Horlicks has become an umbrella
brand for a wide variety of products ranging from the malt drink to instant noodles, confectionery and breakfast cereal. There are special formulations
of the malted drink for young children (Junior Horlicks), breast-feeding
mothers (Mother's Horlicks), women (Women's Horlicks) and adults
(Lite Horlicks) exist. Horlicks biscuits were first launched in
1993 and an energy bar was launched in
2009, named Horlicks NutriBar. Also in late 2009, Foodles,
a brand of instant noodles, was launched under the Horlicks umbrella. This was
followed in 2011 by launches of Horlicks Gold, a premium variant of the
malt drink (dubbed The Best Horlicks Ever), and Horlicks
Oats, the first breakfast cereal product under the Horlicks brand.
Southeast Asia
In some Southeast Asian countries,
such as the Philippines and Malaysia, Horlicks was also sold as
milky-chocolate-flavoured discs in paper packets, which were then eaten as
sweets. Horlicks remains popular in Malaysia and Singapore where it packed
under licence and sold in large glass and tin containers. It is also available
in 1.5 kg refill packs.
United Kingdom
In the United Kingdom, 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 attempted a rebrand of the product in 2004 for
younger consumers by redesigning the packaging and publicising its consumption
at a number of trendy London venues such as the Groucho Club.
The company also owned Horlicks Farms
and Dairies, a cheese, dairy and cattle breeding Station at "Hort Bridge",
Ilminster, Somerset. In 1958, it took over The Cheddar Valley Dairy, and by the
early 1960s had retail rounds, depots, and shops at Burnham, Cheddar, Clevedon,
Glastonbury, Nailsea, Taunton, and Weston-super-Mare.
Do you remember Horlicks tablets those
small round malted sweets? They are still
available as Horlicks Malties but no longer in the UK
Keep in touch
Yours
Peter
You
Write:
News and
Views:
On this day 2nd
September 1960-1965
On 02/09/1960 the number
one single was Apache
- The Shadows and the number one
album was South
Pacific Soundtrack.
The top rated TV show was No Hiding Place (AR) and the box office smash was Psycho. A pound of today's money was worth £13.68 and
Tottenham Hotspur were on the way to becoming the Season's Division 1
champions.
On 02/09/1961 the number
one single was Johnny Remember Me - John Leyton and the number one album was
Black & White Minstrel Show - George Mitchell Minstrels. The top rated TV
show was Blackpool Tower Circus (ATV) and the box office smash was One
Hundred and One Dalmations. A pound of today's money was worth £13.25 and Ipswich Town were
on the way to becoming the Season's Division 1 champions.
On 02/09/1962 the number
one single was I
Remember You - Frank Ifield and the number one album was West Side Story Soundtrack. The top
rated TV show was Coronation
Street (Granada)
and the box office smash was Lawrence
of Arabia. A pound of today's
money was worth £12.89 and Everton were on the way to becoming the Season's
Division 1 champions. The big news story of the week was 20000 killed in Iran
earthquake.
On 02/09/1963 the number
one single was Bad to Me - Billy J Kramer and the number one album was Please
Please Me - The Beatles. The top rated TV show was Coronation
Street (Granada)
and the box office smash was The Great Escape. A pound of today's money was
worth £12.64 and Liverpool were on the way to becoming the Season's Division 1
champions.
On 02/09/1964 the number
one single was Have I the Right? - Honeycombs and the number one album was A Hard
Day's Night - Beatles. The top rated TV show was No Hiding Place (AR) and the box
office smash was Dr
Strangelove. A pound of today's
money was worth £12.24 and Manchester United were on the way to becoming the
Season's Division 1 champions.
On 02/09/1965 the number
one single was I Got
You Babe - Sonny and Cher and the number one album was Help -
The Beatles. The top rated TV show
was Coronation
Street (Granada)
and the box office smash was The Sound of Music. A pound of today's money was
worth £11.69 and Liverpool were on the way to becoming the Season's Division 1
champions.