Launching at the end of September, the redesign capitalises on the growing trend of ‘health’, whereby 75% of shoppers agree that it is important for them to consume healthily.
“As a category leader for hot milky drinks, we are committed to growing the hot beverages category by developing a range that will drive penetration while retaining a strong and loyal consumer base,” said Liam Crause, Horlicks marketing manager. “The repackaging and the change to the jar structure will align the brand to a more modern and premium look and feel, which consumers are willing to pay for.
“We are investing £1m in a new winter campaign called New Look, Same Great Taste to drive awareness and reinforce that it is still the great-tasting Horlicks, packed full with goodness that consumers love.”
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