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INTRODUCTION
The Great Family Nourishing Health drink Horlicks is the leading Health Food Drink in India and as the 'Most Trusted Drinks Brand' (Economics Times Survey, 2004) in India. Horlicks enjoys more than half of the Health Food Drink market. Although it has been a popular brand in the Indian market since the 1930s, Horlicks underwent a revamp in 2003 to further increase its relevance. The modern & contemporary Horlicks offers 'pleasurable nourishment' with a delicious range of flavors including Vanilla, Toffee, Elaichi and Chocolate. Horlicks is made from wheat, milk and malted barley. Horlicks is widely known as an easy to prepare malted food drink. It is fortified with iron and eight essential vitamins with twice as much as calcium in fresh milk. Horlicks is still the world's most widely consumed malted milk product. For over 50 years, generations after generations of children wakeup to a mug of Horlicks prepared by mothers in their own special way, yet providing the same nourishing goodness unrivaled by any competitive products. Horlicks is a nourishing malted food drink which combines the wholesome goodness of malted barley, wheat and dairy ingredients. The malting of barley through the natural process of germination releases enzymes. These enzymes break down complex carbohydrates to simple sugars that are easily assimilated by the body, making Horlicks easily digestible. Horlicks drinks provide a modicum of vitamins A, C, D, B12, plus calcium, iron, thiamin, riboflavin, niacin, folate, and dietary fiber. As fresh milk. With revitalized packaging synergistic with the new brand personality, it is a favorite with both mothers for its nourishment and kids for its great taste and variety.


Horlicks is sold in a number of countries across the world. In different countries, the product has different formulations in order to cater to varying consumer segments and serve different consumer needs. In India, the Horlicks available has been scientifically developed and specifically caters to the nutritional needs of the Indian diet. It helps meet the requirements of essential nutrients in children, such as iron and vitamins that aid iron absorption. From the available data, it has been seen that children in India are not getting enough of these vitamins and minerals from their daily diet. Research shows that these nutrients are very important for school age children for their attention, concentration and memory as well as their physical performance and growth. Thus, Horlicks is a beneficial supplement for children to aid not only their growth, but also enhanced attention and concentration. In fact, we have established this through a large clinical trial among school going children.


INDUSTRY PROFILE


INDUSTRY PROFILE
The health drink is oral liquids which are classified as elixirs or limonades and so on, which are peculiar to Japan and differ from other liquids to glass a dose of drug. It has mainly been divided into two classes by glassed volume (dosage) in the bottle. One class is the drink tonic which is the capacity of 100 ml and another is the mini-drink tonic which is 50 ml and less. In addition, oral liquid glassed with an ampule is called the ampule tonic. Such drugs were thought to appear after World War II and have been widely known since 1960. However, tonics which had consisted of recipies like the present health drink were shown to exist before World War II. Thus, it was considerable that such prescription formulas were also applied to the ampule tonic and drink tonic. On the other hand, one of the important problems with health drugs was how to make their taking easy in its development. Further, it was necessary to add to acid antiseptic and high content of sugar etc., because the liquids generally had been putrescible. It might be one of the reason for their appearances that it was allowed to produced a liquid which was stabler and made its taking easier to be released from the above limit by the introduction of a dose-glassed liquid. In 1960, the Ampule tonic quickly became popular and the drink tonic followed. It was probably caused by changes on the standard and style of living involved the enhancements of the labor time, purchasing power and sense on the health and active propaganda of the manufacturers. In this way, the market has satisfactorily expanded. However, because such medicines liked beverages appeared, it was difficult to distinguish their differences since 1965. Therefore, the Ministry of Health and Welfare has performed some administrative guidances. In 1978, it regulated new approval of the production of 100 ml drink tonics, which led to the appearance of the mini-drink tonic. Its market rapidly expanded since 1985. In 1991, its scale reached about 200 billion yen on both drink tonics and the sale volume was 20% at drug stores in Japan. The health drink is supporting the economic foundation of drug stores at present.

In 1873 James Horlick, a pharmacist with his brother William established a company J & W Horlicks in Chicago, USA to manufact
ure a “malted milk drink” , which claimed to
promote sleep. In 1883 they got patent for this product. Horlicks was thus the first invented to substitute milk baby food. In 1890 the product was imported to the United Kingdom and later a factory was established in slough, Berkshire, England.