词条 | Horlicks |
释义 |
Horlicks is a malted milk hot drink developed by founders James and William Horlick. It was first sold as "Horlick's Infant and Invalids Food," soon adding "aged and travelers" to their label. In the early 20th century it was sold as a powdered meal replacement drink mix. It was then marketed as a nutritional supplement and manufactured by GlaxoSmithKline (Consumer Healthcare) in the United Kingdom, Malaysia, Australia, New Zealand, Hong Kong, Bangladesh, India, Sri Lanka and Jamaica. On 3 December 2018, Unilever announced they were buying Horlicks for 3.8 billion USD.{{cn|date=March 2019}} Alternative word usage"Horlicks" is usually taken to be a substitute for the profanity "bollocks". {{Citation needed|date=December 2018}} This 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.{{cn|date=March 2019}} This substitution in the form of a singular noun is also used to refer to a minor disaster or shambles, as in "to make a complete horlicks of something".[1] For example in July 2003 British Foreign Secretary Jack Straw described irregularities in the preparation and provenance of a dossier regarding weapons of mass destruction in Iraq as "a complete horlicks"[2]. In March 2018, former Deputy Prime Minister Michael Heseltine, criticizing Prime Minister Theresa May's management of Brexit issues, declared to the Observer: "...we have made a complete Horlicks of the Irish border".[3] IngredientsThe ingredients include wheat flour, malt extract, malted barley, milk solids, sugar, minerals, salt, vitamins, protein isolate.[4][5] The formulation can vary in different countries. Advertising
In 1961, Horlicks ran a television advertising campaign that 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 to 1937.{{cn{{ Around the worldHong KongIn 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. IndiaHorlicks came to India with the British Army; the end of World War I saw Indian soldiers of British Indian Army bringing it back with them as a dietary supplement. Punjab, Bengal and Madras Presidencies became early adopters of Horlicks and many 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. The first flavour available in India, as in Britain, was malt. India, where it has traditionally been marketed as The Great Family Nourisher, is the largest market for Horlicks.[6] 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.[7]{{Unreliable source|certain=y|reason=self published blog.|date=December 2015}} In 2003, the brand underwent a revamp which led to the introduction of new flavours such as vanilla, toffee, chocolate, honey, and elaichi (cardamom).[8] The current line-up of flavours include original (malt), chocolate and elaichi.[9] with the latest offering Horlicks Kesar Badaam added recently to the portfolio, providing a more specialized taste offering to the consumers.[10] In recent years, there has been an increase in the scope of the brand in India. By pushing it to newer segments of the market, Horlicks has become an umbrella brand for a wide variety of products ranging from the flagship malt drink to instant noodles, confectionery and breakfast cereal.[11] Special formulations of the malted drink for young children (Junior Horlicks), breast-feeding mothers (Mother's Horlicks), women (Women's Horlicks) and adults (Lite Horlicks) exist.[12] Horlicks biscuits were first launched in 1993,[13] and an energy bar was launched in 2009, named Horlicks NutriBar. Also in late 2009, Foodles, a brand of instant noodles, was launched under the Horlicks umbrella. This was followed in 2011 by launches of Horlicks Gold, a premium variant of the malt drink (dubbed The Best Horlicks Ever), and Horlicks Oats, the first breakfast cereal product under the Horlicks brand.[14] In 2010, Horlicks accounted for 85% of the {{INRConvert|23.06|b}} revenue of GlaxoSmithKline in India.[11] It is currently the most widely consumed packaged beverage in India, after bottled water.[15] The biggest branding event is Horlicks Wizkids.[16] This event started its way in 2003 and till now has reached approximately 25 million children in all India as well as in Sri Lanka, Nepal and Bangladesh. Ahaar Abhiyan[17] is a Horlicks initiative to increase malnutrition-related awareness amongst mothers, families and communities. With the sale of every bottle of Horlicks, the company contributes Re 1 towards the initiative. The campaign attempts to raise awareness about proper nutrition amongst mothers of children aged between 3–6 years. Horlicks Wizkids is an interschool cultural and literary competition for children from class 1 to 12. The competition attracts students from India, Sri Lanka, Nepal and Bangladesh. With more than 30 events in the field of arts, literature, painting and extra-curricular activities, Horlicks Wizkids is South Asia's largest interschool fiesta giving children an opportunity to showcase their talent on a global platform.[18] The 2013 Edition of Horlicks Wizkids South Asia was held in Bangalore. It consisted of five days of rigorous training sessions, talent rounds, project presentations and other fun, learning and recreational activities. More than 100,000 students from over 1200 schools participated. Five students from Vizag, Jaipur, Delhi, Hyderabad and Bhubaneshwar earned the title of the Horlicks WizTeam 2013. The winners got an opportunity to go for a learning program to Germany and a cash award of Rs. 100,000 each.[19] Southeast AsiaIn some Southeast Asian 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. South AfricaBesides its use as a hot drink prepared with hot milk, Horlicks is also a popular ingredient in "honey and Horlicks" milkshakes in South Africa. United KingdomIn the United Kingdom, 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). It is produced by Aimia Foods, which acquired the UK rights in 2017. 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.{{cn|date=March 2019}} 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 had retail rounds, depots, and shops at Burnham, Cheddar, Clevedon, Glastonbury, Nailsea, Taunton, and Weston-super-Mare.{{cn|date=March 2019}} Company timeline{{Refimprove|section|date=November 2015}}
See also{{portal|Drink}}
References1. ^{{cite web|url=http://www.worldwidewords.org/topicalwords/tw-hor1.htm |title=Horlicks |publisher=World Wide Words |date= |accessdate=2 November 2015}} 2. ^{{cite news|title=Straw says dossier was 'embarrassing' |work=BBC News |url=http://news.bbc.co.uk/1/hi/uk_politics/3015272.stm |date=24 June 2003 |accessdate=12 August 2007}} 3. ^{{cite news|url=https://www.theguardian.com/politics/2018/mar/03/tories-brexit-michael-heseltine-theresa-may|title=Tories' Brexit unity fades as Heseltine slams May's speech|first=Toby|last=Helm|date=3 March 2018|work=The Observer}} 4. ^[https://mumbaimirror.indiatimes.com/How-healthy-is-your-health-drink/articleshow/15802243.cms How healthy is your health drink? Mumbai Mirror, 14 April 2008] 5. ^{{cite web|url=http://www.horlicks.co.uk/products.html|title=Horlicks Nutritional Malt Milk Products|work=horlicks.co.uk}} 6. ^{{cite news|last=Pinto|first=Viveat|title=GSK plays catch-up in foods & beverages|url=http://business-standard.com/india/news/gsk-plays-catch-up-in-foodsbeverages/414370/|newspaper=Business Standard|accessdate=20 June 2012|quote="Leading the charge is Horlicks, GSK's Rs 1,500-crore brand – easily the largest in its portfolio contributing 70 per cent to the brand's revenues globally."}} 7. ^{{cite web|author= |url=http://www.kitchenlore.com/2011/07/history-of-malted-milk-powder.html |title=The History of Malted Milk Powder | Culinary history, recipes, stories from behind the scenes, and general geekdom |publisher=Kitchen Lore |date=22 July 2011 |accessdate=2 November 2015}} 8. ^{{cite web|title=Revitalising Women's Horlicks in India |url=http://tejas-iimb.org/articles/29.php |publisher=Indian Institute of Management Bangalore |accessdate=20 June 2012 |author=Moutusi Maity |author2=Arunava Saha Dalal |author3=Giridhar Rao B.G. |author4=Navneet Chahal |author5=Rohini Ramachandran |author6=Suraj Holla Byndoor |deadurl=yes |archiveurl=https://web.archive.org/web/20120525092904/http://tejas-iimb.org/articles/29.php |archivedate=25 May 2012 }} 9. ^{{cite web|title=Horlicks Products {{!}} Horlicks |url=http://www.horlicksnutritionacademy.com/product1.html |archive-url=https://archive.is/20130125113341/http://www.horlicksnutritionacademy.com/product1.html |dead-url=yes |archive-date=25 January 2013 |publisher=GlaxoSmithKline Consumer Healthcare India Limited |accessdate=20 June 2012 }} 10. ^{{cite web|author= |url=http://articles.economictimes.indiatimes.com/2014-01-17/news/46301399_1_portfolio-new-variant-glaxosmithkline-consumer-healthcare/on |title=GlaxoSmithKline Consumer expands Horlicks portfolio |publisher=Articles.economictimes.indiatimes.com |date= |accessdate=2 November 2015}} 11. ^1 {{cite news|title=GSK Consumer: Will pushing Horlicks into new categories destroy the brand?|url=http://articles.economictimes.indiatimes.com/2011-02-03/news/28428186_1_horlicks-brand-gsk-consumer-healthcare-breakfast-and-mid-day-meals|accessdate=20 June 2012|newspaper=The Economic Times|date=3 February 2011|author=Bhanu Pande|author2=Ratna Bhushan}} 12. ^{{cite web|title=Horlicks Products {{!}} HFDs |url=http://www.horlicksnutritionacademy.com/products.html |archive-url=https://archive.is/20130125204630/http://www.horlicksnutritionacademy.com/products.html |dead-url=yes |archive-date=25 January 2013 |publisher=GlaxoSmithKline Consumer Healthcare India Limited |accessdate=20 June 2012 }} 13. ^{{cite web|title=GlaxoSmithKline Consumer Healthcare India – Products – Horlicks Biscuits |url=http://gsk-ch.in/HorlicksBiscuits.aspx|publisher=GlaxoSmithKline Consumer Healthcare India Limited|accessdate=20 June 2012}} 14. ^{{cite web|last=Khicha|first=Preeti|title=Stretching the Horlicks core|url=http://www.afaqs.com/news/story/32146_Stretching-the-Horlicks-core|publisher=afaqs!|accessdate=20 June 2012}} 15. ^{{cite news|last=Kitamura|first=Makiko|title=Glaxo’s Horlicks Health Drink Outsells Pepsi in India: Retail|url=https://www.bloomberg.com/news/2012-01-25/glaxo-s-horlicks-health-drink-outsells-pepsi-in-india-retail.html|accessdate=20 June 2012|newspaper=Bloomberg}} 16. ^ {{webarchive|url=https://web.archive.org/web/20131111074301/http://timesofindia.indiatimes.com/city/coimbatore/Horlicks-Wizkids-Two-Coimbatore-students-elected-to-attend-South-East-Asia-competition/articleshow/25524984.cms/|date=11 November 2013}} 17. ^ {{webarchive|url=https://web.archive.org/web/20140206115535/http://www.thehindubusinessline.com/marketing/glaxosmithkline-launches-horlicks-aahar-abhiyan/article3418056.ece/|date=6 February 2014}} 18. ^{{cite web|author=Sakshi Mathur |url=http://www.indiaprwire.com/pressrelease/health-care/20131231279408.htm |title=Horlicks Wizkids launches an online campaign now students get opportunity to participate in 2013 South Asia Finals |publisher=Indiaprwire.com |date= |accessdate=2 November 2015}} 19. ^{{cite web|author=Sakshi Mathur |url=http://www.indiaprwire.com/pressrelease/health-care/20131230279256.htm |title=Winners all the way: WizTeam 2013 wows the jury at the South Asia finals of Horlicks Wizkids 2013 in Bangalore |publisher=Indiaprwire.com |date=30 December 2013 |accessdate=2 November 2015}} 20. ^{{Cite news|url=https://www.belfasttelegraph.co.uk/business/uk-world/unilever-buys-gsks-indian-horlicks-business-for-3-3-billion-euros-37588720.html|title=Unilever buys GSK’s Indian Horlicks business for 3.3 billion euros|work=BelfastTelegraph.co.uk|access-date=6 December 2018|language=en-GB|issn=0307-1235}} 21. ^{{Cite news|url=https://www.reuters.com/article/us-gsk-m-a-unilever-idUSKBN1O20S7|title=Unilever swallows GSK's Indian Horlicks business for $3.8 billion|date=3 December 2018|work=Reuters|access-date=6 December 2018|language=en}} External links{{Wiktionary|Horlicks}}
7 : GlaxoSmithKline brands|Drink brands|English drinks|Jamaican cuisine|Barley-based drinks|Malt-based drinks|Wheat-based drinks |
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