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Horlicks reinvents itself as a modern lifestyle nutrition brand, shifts focus to superfoods
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Wednesday, 17 December, 2025, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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In a major repositioning move, iconic health food drink brand Horlicks has unveiled a fresh identity aimed at capturing India’s fast-growing lifestyle and preventive nutrition market. After decades of being associated primarily with childhood growth and family nourishment, the brand has now stepped into a contemporary space that emphasises superfoods, everyday wellness, and active living.
Under the rebrand, Horlicks has introduced a revitalised look, cleaner packaging, and a new formulation strategy centred around nutrient-dense superfood ingredients. The shift comes at a time when Indian consumers—across metros and smaller cities—are increasingly seeking functional foods that boost immunity, energy, and long-term health. With rising awareness on mental well-being and fitness, the company is positioning Horlicks as a daily nutrition partner rather than just a milk additive.
The updated product range is expected to feature ingredients like millets, turmeric, ashwagandha, antioxidants, plant proteins, and gut-friendly nutrients. Industry observers note that the rebrand aligns with broader market trends where legacy FMCG players are modernising portfolios to appeal to young adults, fitness-conscious individuals, and working professionals.
Company executives say the refresh is not merely cosmetic but a strategic pivot. The new Horlicks aims to deliver “holistic nourishment for a fast-paced life,” tapping into the premium health and wellness category that has seen double-digit growth post-pandemic. The brand is also expected to diversify its formats moving beyond classic powdered beverages to on-the-go drinks, bars, and fortified foods.
As competition intensifies in the nutrition segment, this bold reinvention could help Horlicks reclaim relevance among new-age consumers while staying rooted in its heritage of trust. With the superfood-driven approach, the brand is betting big on becoming a part of India’s evolving lifestyle health ecosystem.
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