Horlicks shakes up RTD Market with new Gen Z-friendly milkshake

MUMBAI: No guilt, all gulp. That’s the pitch as Horlicks trades the mug for the bottle, stepping into India’s booming ready-to-drink (RTD) nutrition space with a new range of chilled milkshakes aimed squarely at Gen Z.

Hindustan Unilever Limited (HUL) has launched Horlicks Milkshake, a ready-to-drink offering that blends the brand’s familiar malted taste with the convenience of an on-the-go beverage. Available in Classic Malt, Chocolate and Kesar Badam variants, the milkshake is priced at Rs 20 and comes fortified with 10 key nutrients, including vitamins and zinc, while containing 40% less total sugar than a leading similar beverage.

The launch reflects a growing consumer appetite for drinks that strike a balance between indulgence and mindful consumption. As younger consumers increasingly seek products that fit fast-paced lifestyles without compromising on taste, Horlicks is positioning its latest offering as a guilt-free companion for everything from daily commutes and work breaks to college catch-ups and evening cravings.

To support the rollout, HUL has unveiled a nationwide campaign built around the tagline “No Guilty, Only Pleasure”, celebrating a generation that embraces moderation without giving up on enjoyment. The campaign will span television, digital, social media, influencer partnerships, outdoor advertising and large-scale sampling initiatives, alongside metro branding and high-visibility out-of-home activations in select markets.

Hindustan Unilever Limited, foods and refreshment, executive director, Rajneet Kohli, said the RTD category is being fuelled by consumers looking for convenience, flavour and more mindful choices. He noted that the launch of Horlicks Milkshake builds on the company’s recent expansion of the Boost RTD portfolio and strengthens its presence in the rapidly evolving beverage segment.

With a pocket-friendly price point, a familiar brand name and a strong focus on convenience, Horlicks is betting that India’s next generation of consumers is ready to shake up how it drinks its daily dose of nutrition.