Hindustan Unilever has entered the Ready to Drink nutrition segment with the launch of Horlicks Milkshake, expanding the Horlicks portfolio beyond its traditional malt based nutrition products. The launch reflects the company’s focus on the growing market for convenient, ready to consume beverages, particularly among younger consumers.
Horlicks Milkshake is available in three flavours: Classic Malt, Chocolate, and Kesar Badam. The product is priced at Rs 20 and is positioned as an affordable on the go beverage option. According to the company, the milkshake contains 40% less total sugar and is fortified with 10 key nutrients, including vitamins and zinc.
The launch comes at a time when demand for Ready to Drink beverages is increasing, driven by changing lifestyles, urbanisation, and rising interest in convenient nutrition products. Consumers, especially Gen Z, are increasingly seeking beverages that offer both taste and nutritional benefits while fitting into busy daily routines.
To support the launch, Hindustan Unilever has introduced a marketing campaign ‘No Guilty, Only Pleasure’. The campaign highlights the evolving consumption habits of younger consumers, who are looking for products that provide indulgence while aligning with more mindful food and beverage choices.
The campaign will be promoted through a nationwide media rollout across television, digital platforms, social media channels, influencer partnerships, outdoor advertising, product sampling initiatives, and consumer engagement activities. The company is also planning metro branding and out of home advertising in selected markets to increase product visibility and drive consumer trials.
With the launch of Horlicks Milkshake, Hindustan Unilever is strengthening its presence in the Ready to Drink category while extending the Horlicks brand into a segment that continues to see growing consumer interest.
Rajneet Kohli, Executive Director, Foods and Refreshment, Hindustan Unilever Limited, said, “The Ready-to-Drink category is evolving rapidly, driven by Gen Z consumers seeking convenience, taste and more mindful choices in formats that fit seamlessly into their lifestyles.”
He further added, “Earlier this year, we expanded Boost Ready-to-Drink nationally with our Classic, Caramel and Badam variants, strengthening our presence in the RTD segment. With Horlicks Milkshake, we are further expanding our foray into the overall RTD category by bringing the trusted nutrition of Horlicks into the chilled RTD space.”
“The offering combines great taste, convenience and more mindful nutrition credentials in a format that is culturally relevant, accessible and designed for today’s generation. The launch reflects our focus on building future-facing nutrition categories that connect strongly with evolving consumer needs and consumption habits.” he added.
