Horlicks, which is owned by Unilever, has introduced Horlicks Women’s Plus Nutritious Malt Drink Caramel Flavour in Malaysia. The new product is a bone nutrition specialist powered with CALSEAL formula known to help calcium reach the bones. CALSEAL formula contains calcium, vitamin D and vitamin K2 which are proven nutrients for bone health.
Horlicks Women’s Plus Nutritious Malt Drink was first launched in India where the brand has a strong presence in the country. In India, Horlicks even has specialised products for pregnancy and lactation, diabetes care and high protein.
In Malaysia, Horlicks Women’s Plus Nutritious Malt Drink is packed by DCH Contract Manufacturing Sdn Bhd for Unilever Foods (Malaysia). It is certified halal by JAKIM. The price for a 450g pack is RM 17.80 at Aeon Big.
What we are seeing here is Horlicks is now looking at targeting a more specific group, namely women, with functional bone health to address their needs. This functional route will help differentiate Horlicks from Milo, which dominates the category.