Mumbai: Hindustan Unilever Limited (HUL) has expanded the Horlicks portfolio with the launch of Horlicks Milkshake, marking the brand’s entry into the rapidly growing Ready-to-Drink (RTD) nutrition category. Targeted at Gen Z consumers seeking convenience, taste and mindful nutrition, the new offering combines the familiar Horlicks taste with a chilled, ready-to-drink format.
Available in three flavours—Horlicks Classic Malt, Horlicks Chocolate, and Horlicks Kesar Badam—the milkshake is formulated with 40% less total sugars and enriched with 10 key nutrients, including zinc and vitamins. Priced at Rs. 20, the product is designed to offer consumers an affordable beverage option that balances indulgence with nutritional value.
The launch comes amid growing demand for beverages that cater to evolving consumer preferences for healthier and more convenient consumption choices. While indulgent drinks continue to enjoy strong appeal, younger consumers are increasingly looking for products that align with more mindful lifestyles without compromising on taste.
With Horlicks Milkshake, the brand aims to address this shift by offering a beverage that combines flavour, convenience and nutrition in an accessible format suitable for on-the-go consumption.
To support the launch, Horlicks has unveiled an integrated marketing campaign built around the theme “No Guilty, Only Pleasure.” The campaign is inspired by the insight that Gen Z consumers are increasingly making balanced choices in their daily lives, seeking enjoyment without guilt. Through a youthful and relatable narrative, the campaign positions Horlicks Milkshake as a companion for everyday moments, including commutes, work breaks, college hangouts and evening cravings.
The campaign will be rolled out through a comprehensive 360-degree media strategy spanning television, digital platforms, social media, influencer collaborations, outdoor advertising, consumer activations and large-scale sampling initiatives across key markets. Select cities will also witness metro branding and high-visibility out-of-home (OOH) campaigns to drive awareness and product trials.
Commenting on the launch, Rajneet Kohli, Executive Director, Foods and Refreshment, Hindustan Unilever Limited, said, “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. 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. The launch reflects our focus on building future-facing nutrition categories that connect strongly with evolving consumer needs and consumption habits.”
The campaign film highlights both the indulgent taste and nutritional credentials of the product, reinforcing the brand’s proposition of offering consumers a guilt-free milkshake experience in a convenient ready-to-drink format.
With the launch of Horlicks Milkshake, HUL continues to strengthen its footprint in the RTD segment, expanding its portfolio of nutrition-led beverages tailored to changing consumer preferences and consumption occasions.
