Horlicks

For the New Zealand racehorse, see Horlicks (horse).

Horlicks malt powder in jars from India (left) and Jamaica.

A jar, mug and a couple of teaspoons of Horlicks from the UK in 2007

Horlicks is the name of a company and of a malted milk hot drink. It is manufactured by GlaxoSmithKline in the United Kingdom, South Africa, New Zealand, Bangladesh, India, Pakistan and Jamaica, and under licence in the Philippines and Malaysia.

Manufacturing process

Unlike similar drinks, such as Ovaltine, Horlicks is not a dry blend of malt extract and milk powders.

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 off to form a syrup which is dried in vacuum band driers to form a cake. This cake is milled into the finished powder. This is then fortified with vitamins and minerals.^{[citation needed]}

Sleep promotion

Claims are often made by malted milk drinks such as Horlicks that they assist sleep, but these claims have been difficult to verify. GlaxoSmithKline tells inquiring customers, with a surprising degree of honesty: "While ... research indicates that Horlicks drinks can help you to sleep better, the exact way in which Horlicks works is not clear."

Malted drinks may help to stave off hunger overnight, which can lead to sounder sleep.

Alternative word usage

The product's name has entered the vernacular in two ways. Firstly as an interjection, usually taken to be a substitute for the profanity "bollocks". Secondly it suggests a minor disaster or shambles, as in 'to make a complete Horlicks of something' (see citation below). The former 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 term's exposure and usage for a while.

The term was used in July 2003 by British Foreign Secretary Jack Straw ("a complete Horlicks") to describe irregularities in the preparation and provenance of a dossier regarding weapons of mass destruction in Iraq.

Advertising

March 1952 ad for Horlicks in 208, the magazine of Radio Luxembourg.

• Dan Dare Pilot of the future serial sponsored by Horlicks in 1952 and heard Monday to Friday at 7:15 PM over Radio Luxembourg.

In 1961, Horlicks ran a TV advertising campaign which featured Scottish entertainer Billy Raymond and an actress. The theme of the advert was "Horlicks - the food drink of the night."

Horlicks was the sponsor of the Lum and Abner Show from 1934-1937.

Around the world

Hong Kong

In Hong Kong, Horlicks is known better as a café drink than as a sleeping aid. It is served at cha chaan tengs as well as fast-food shops such as Café de Coral and Maxim's Express. 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 British Army, end of World War I saw Indian soldiers of British Indian Army bringing it back with them as a diet supplement. Punjab, Bengal and Madras Presidencies became early adopters of Horlicks and lot of 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. India, even today is by far, the biggest market for Horlicks, where it has traditionally been marketed as 'The Great Family Nourisher.' The Indian formulation for Horlicks is slightly different than in most other countries, as there it is manufactured from buffalo milk rather than cows milk due to cultural concerns. New products have been developed specifically for India, such as alternative flavours and special formulations for young children and breast-feeding mothers. Claims by GlaxoSmithKline India in 2005 that Horlicks encourages growth and alertness in children have, however, caused some controversy^{[citation needed]}.

The first flavour available in India, as in Britain, was malt; over the years, new flavours have been introduced, such as vanilla, toffee, chocolate, honey, and elaichi (cardamom). Junior Horlicks 1-2-3 is a large extension that is specially designed for pre-school children. Horlicks is also available in biscuit forms. In 2005, Horlicks Lite was introduced; it does not contain any added sucrose or cholesterol, and targets more health-conscious consumers. In addition, energy bars have been introduced, under the name NutriBar, exclusively in India. In late 2009, Horlicks introduced Foodles, a brand of instant noodles.

Pakistan

In Pakistan, Horlicks is produced and marketed by GlaxoSmithKline.

South East Asia

In some countries, such as the Philippines and Malaysia, Horlicks was also sold as milky-chocolate-flavoured discs in paper packets, which were then eaten as candy. Horlicks remains popular in Malaysia and Singapore where it packed under licence from SmithKline Beecham and sold in large glass and tin containers. It is also available in 1.5 kg refill packs. "Taller stronger sharper" is its slogan.

United Kingdom

In the UK, 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. (The cattle breeding centre provided an Artificial Insemination service to farmers). In 1958, it took over The Cheddar Valley Dairy and by the early 1960s would have retail rounds, depots and shops at Burnham, Cheddar, Clevedon, Glastonbury, Nailsea, Taunton and Weston-super-Mare.

Company timeline

The Horlicks factory in Slough is a local landmark.

• 1869: William Horlick from Ruardean, Gloucestershire emigrated to the United States.
• 1873: James Horlick, a pharmacist, joined his brother, William, in the U.S. and together they founded the company J & W Horlicks in Chicago to manufacture a patented malted milk drink as an artificial infant food.
• 1875: Business moved to larger premises at Racine, Wisconsin, with an abundant supply of spring water.
• 1883: U.S. patent 278,967 granted to William for first malted milk drink mixing powder with hot water.
• 1890: James returned to London to set up an office importing U.S.-made product.
• 1906: Slough selected as site for new factory (see picture).
• 1908: Factory construction completed at a cost of £28,000.
• 1909-1910: Horlicks became popular as a provision for North Pole and South Pole expeditions by Robert Peary, Roald Amundsen, and Robert Falcon Scott.
• 1914: James made a baronet. World War I saw extensive use of Horlicks drink at home and at the front.
• 1921: Death of James led company to split, with William having responsibility for the Americas and the sons of James for the rest of the world.
• 1928: William Horlick High School founded just north of Horlicks' headquarters in Racine, Wisconsin.
• 1931: "Night Starvation" story developed to promote Horlicks as a bedtime drink.
• 1935: Richard E. Byrd named the Horlick Mountains on the edge of the Ross Ice Shelf after William, in appreciation of his support. A small factory opened in Australia for the local market, including New Zealand. Horlicks milky-chocolate-flavoured disks in paper packets, which were eaten as candy, were marketed in the USA via radio commercials touting the ease with which they could be taken to school by children.
  In America, Horlicks Tablets were sold as a candy, offered in a glass bottle resembling an aspirin jar. These tablets were used during World War II as an energy boosting treat by U.S., UK and other soldiers. Today, these are packaged in foil pouches, manufactured in Malaysia as Horlicks Malties
• 1936: William Horlick died, aged 90.
• 1945: The U.S. company was acquired by the British Horlicks business.
• 1952: Horlicks was linked to the successful treatment of gastric ulcers and some forms of diabetes.
• 1960: Factory built in Punjab, India to make Horlicks from buffalo milk.
• 1968: Factory built in Punjab, Pakistan, to supply local demand (including East Pakistan, now Bangladesh).
• 1969: Horlicks acquired by the Beecham Group.
• 1975-1978: Factory construction and expansion in Rajahmundry, Andhra Pradesh.
• 1989: Beecham Group became SmithKline Beecham.
• 2000: SmithKline Beecham became GlaxoSmithKline.

See also

• Malted milk
• Milo (drink)

External links

• Horlicks company website
• What Do Brits Mean by "Horlicks"? by Brendan I. Koerner
• Horlick Family History
• Wisconsin's Malted Milk Story