Horlicks, traditionally a staple for adults, takes a significant step into the children’s drinks sector.
- Horlicks Kids Chocoland is introduced as a fun, nutrient-rich chocolate drink for the young family market.
- Developed by Into The Light agency, the brand aims to capture children’s imaginations with vibrant packaging and design.
- Simon Ellis of Into the Light expressed excitement over the creative process and retail launch.
- Michelle Younger from Aimia Foods highlights the enduring legacy of Horlicks and its expansion into a new market.
Horlicks has entered the children’s drinks sector with its latest product, Horlicks Kids Chocoland. Traditionally known for its adult beverages, this marks Horlicks’ initial venture into catering to younger consumers. The product combines nutrition with enjoyment, aiming to attract young families.
The drink, marketed as fun and chocolatey, is enriched with 10 vitamins and minerals. Designed to be an ‘add milk’ beverage, it provides malty goodness. This nutritious blend aims to appeal to the health-conscious preferences of modern families.
Into The Light, a Stockport and Liverpool-based branding agency, undertook the creative development of the Horlicks Kids brand. They crafted a colourful and vibrant ‘brand world’ to ignite children’s imaginations, featuring elements like chocolate lollipop trees and ice cream mountains. This imaginative approach translates across packaging design and social media communication, enhancing the product’s appeal.
Simon Ellis, managing director at Into The Light, described the project as a ‘dream brief’ that was enjoyable for the creative team. He emphasised the excitement of seeing the Horlicks Kids brand make its debut in retail outlets.
Michelle Younger, marketing director at Aimia Foods, expressed enthusiasm about building on Horlicks’ 150-year legacy. The introduction of a children’s drink represents a significant development for the brand. According to Younger, the new brand identity successfully resonates with both children and parents.
The launch of Horlicks Kids Chocoland is a strategic move towards diversifying the brand’s audience and product range.
