Hindustan Unilever Limited (HUL) has expanded the Horlicks brand portfolio with the introduction of Horlicks Milkshake, marking its entry into the fast-growing Ready-to-Drink (RTD) nutrition beverage segment. The new product is aimed at Gen Z consumers seeking convenient, flavourful and nutritionally balanced beverage options that fit modern, on-the-go lifestyles.
Horlicks Milkshake is available in three variants—Classic Malt, Chocolate and Kesar Badam—and combines the familiar taste of Horlicks with a chilled, ready-to-consume format. The beverage is enriched with 10 essential nutrients, including zinc and vitamins, and contains 40% less total sugars, offering a more mindful indulgence option. Priced at Rs. 20, the product is positioned as an affordable nutrition-led beverage for everyday consumption.
The launch comes at a time when demand for healthier and more convenient beverage formats continues to rise. Consumers, particularly younger demographics, are increasingly seeking products that deliver both taste and nutritional benefits without compromising convenience. Horlicks Milkshake has been developed to address this evolving demand by bringing together flavour, nutrition and portability in a single offering.
To drive awareness and consumer engagement, HUL has introduced an integrated marketing campaign under the theme “No Guilty, Only Pleasure.” The campaign highlights changing consumption habits among Gen Z consumers, who are making more balanced lifestyle choices while still seeking enjoyable food and beverage experiences. Through relatable storytelling, the campaign positions Horlicks Milkshake as a companion for everyday occasions, including commuting, work breaks, college gatherings and evening snacking moments.
The marketing initiative will be supported by a comprehensive 360-degree media strategy encompassing television, digital and social media platforms, influencer partnerships, outdoor advertising, consumer activations and large-scale product sampling. Metro branding and high-visibility out-of-home campaigns will also be rolled out in selected cities to encourage product trials and increase brand visibility.
Commenting on the launch, Rajneet Kohli, Executive Director, Foods and Refreshment, HUL, said that the RTD category is witnessing strong growth as consumers increasingly look for convenient and mindful nutrition solutions. He noted that the launch of Horlicks Milkshake builds on the company’s recent expansion of the Boost RTD range and reflects HUL’s commitment to developing future-ready nutrition categories that align with changing consumer preferences.
With the introduction of Horlicks Milkshake, HUL further strengthens its footprint in the RTD beverage segment while expanding its portfolio of nutrition-focused products designed for evolving consumption occasions and lifestyles.
