Horlicks Launches Ready-To-Drink Milkshakes For Gen Z Consumers
Horlicks has entered the RTD beverage category with a new milkshake range and launched its ‘No Guilty, Only Pleasure’ campaign targeting Gen Z consumers.
SociapaHQ
Horlicks India has launched Horlicks Milkshake in the ready-to-drink (RTD) nutrition beverage segment as the brand looks to tap into the growing demand for convenient, on-the-go nutrition products among the younger consumers.
The new range costs ₹20 and comes in three variants – Classic Malt, Chocolate and Kesar Badam. The company claims the milkshake has 40% less total sugars and is fortified with 10 nutrients including vitamins and zinc.
The launch is targeting Gen Z consumers amid a trend of beverage brands expanding into portable consumption formats that marry convenience, taste and nutrition.
Horlicks has implemented an integrated marketing campaign called ‘No Guilty, Only Pleasure’ to support the launch. The campaign is built on the premise that younger consumers are looking for products that deliver indulgent taste and fit with their nutritional needs.
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Targeting Gen Z:
The campaign includes a series of films and digital assets that highlight the everyday moments of consumption, like daily commutes, work breaks, college hangouts and evening snack occasions. The campaign positions the milkshake as a convenient companion to modern lifestyles.
Commenting on the launch, Rajneet Kohli, Executive Director, Foods and Refreshment, Hindustan Unilever said, “The RTD category is witnessing rapid growth driven by changing consumer behaviour and evolving consumption habits.
“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. Earlier this year, we expanded Boost Ready-to-Drink nationally with our Classic, Caramel and Badam variants, strengthening our presence in the RTD segment,” Kohli said.
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“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,” he added.
“The launch is a reflection of our focus on creating future-oriented nutrition categories that match changing consumer needs and preferences,” says Kohli.
The campaign will be amplified on TV, digital platforms, social media, influencer collaborations, out of home advertising and product sampling initiatives.
The new Horlicks Milkshake is now available all over India in retail stores and select online platforms.
