145 years of Horlicks – world’s favorite drink since 1873

3 min


Horlicks

145 years of Horlicks – world’s favorite drink since 1873 was first patented as baby food in the United States of America by two Chicago based brothers, James and William Horlick. Their patent combined the nutritive parts of the cereals with milk which was readily soluble in water. In other words, they had created a nutritious powder from barley malt, ground wheat (or oats), and milk that would not easily spoil and could be mixed  with water as a healthy drink.

Source: Wisconsin Historical Society

On 5th June 1883, the brothers obtained the US patent no.278,967 for their drink’s ability to mix up in liquid – and so it became the first malted milk to be patented. They were quite the pioneers back then.

This malted milk gained unexpected popularity with explorers who found it ideally portable, and the drink made its way to both the North and South Poles on expeditions. As a lightweight, non-perishable, high-calorie food supplement, Horlicks was perfect for emergency packs. In fact Mountaineer Richard Byrd even named the “Horlicks Mountains” on the Ross Ice Shelf in honor of the company.

Source: Money Bhaskar

During World War II, Horlicks tablets were sold as a candy and used as an energy-booster by US, British and other soldiers, as well as being a component of aircrew escape kits.

Horlicks-tablets
Source: The Saleroom

From the 1930s the  advertising campaigns for Horlicks seemed to suggest that not only was it a satisfying night-time beverage but a glass of horlicks could help you get a good night’s sleep too…

Source: Flashbak

145 years of Horlicks – world’s favorite drink since 1873

145 years of Horlicks - world's favorite drink since 1873

From a drink that was supposed to promote a good night‘s sleep to one that can help children grow taller, stronger and sharper, Horlicks has come a long way especially in India where Horlicks is the most widely consumed beverage in India after bottled water and accounts for 85% of GlaxoSmithKine’s revenue in the country. Indian soldiers first brought it back from the First World War and the same has slowly grown more popular over the years.
145 years of Horlicks - world's favorite drink since 1873
Source: Outlook India
145 years of Horlicks – world’s favorite drink since 1873
145 years of Horlicks - world's favorite drink since 1873
Source: Musely
Within India, it has been a 90 year old journey for the company and it has time and again tried to contemporise the brand  in the last 12-15 years by making it  more modern and brought out variants for women, for children of various age groups and to suit varying taste. From “taller, sharper and stronger” children to “the great family nourisher” to “the natural way to relax” and to the “for confident, health conscious, multitasking women”- womens horlicks, the world’s favorite malt drink continues to warm households across India and the world.
145 years of Horlicks - world's favorite drink since 1873
Source: Milk Info

145 years of Horlicks - world's favorite drink since 1873
Source: YouTube
145 years of Horlicks - world's favorite drink since 1873
Source: Adeevee
Horlicks has seen through two World Wars and many decades thereafter but it still remains as a favorite of all mothers worldwide as a chief provider of goodness and nourishment to the entire family.

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