Horlicks unveils latest campaign

Iconic British brand Horlicks is set to launch ‘Love the taste’, which features an on-pack ‘money-back guarantee’ for consumers.

Being introduced into stores from the middle of June, the campaign will run across Original, Instant and Chocolate on the brand’s new 400g format jars, and aims to drive purchase and trial of the Horlicks range amongst non-users.

The launch follows hot on the heels of Horlicks overarching brand campaign ‘Find your happy place’, which was introduced earlier this Spring and encourages us to take a moment, hit pause on our busy lives and relax in our happy place. The campaign is performing very well and Love the taste continues the conversation by layering the narrative and drawing in new consumers to the Horlicks brand.

The roll-out is being supported by proximity media – digital out of home and mobile platforms, instore and in-aisle media and POS.

Michelle Younger, Marketing Director at Horlicks manufacturer, Aimia Foods comments: “With the money-back guarantee and the brand’s debut across a number of digital platforms, the campaign represents a first for Horlicks.

We are very pleased with the response to the initial launch of the wider brand campaign ‘Find your happy place’. And we are now looking forward to reviewing the impact of this latest activation, as we drive purchase amongst non-users, encouraging them to trial and sample, perhaps for the first time, our signature creamy and malty flavour.”

The Horlicks brand was acquired by Aimia Foods in April 2018. Dating back 150 years, it is the oldest malted drink brand (in fact it is older than the tea bag which dates from 1904), and has nourished soldiers, given sustenance to explorers and fortified athletes since 1873.

Made in Britain since 1906, Horlicks has a strong heritage, and formed part of the forces kit bag during WW2 due to its ‘complete and well-balanced nourishment’.

With over 25 production lines across 225,000 sq ft. of product site space, Aimia Foods has a broad range of manufacturing capabilities, with BRC A certification and food standards approval from multiple UK retailers.

Aimia Foods pack, manufacture and distribute a wide range of food and beverage products in a number of different packaging formats, with particular specialism in blending and manufacturing ambient, dry, powder-based products.

Based in Haydock, Aimia covers a multitude of markets and categories for retail, cash & carry, food service, vending as well as offering a co-manufacturing service across the business.