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Horlicks is the name of a company and a malted milk hot drink claimed to promote sleep when drunk at bedtime. It is manufactured by GlaxoSmithKline in the United Kingdom, India and Jamaica.
India is by far the biggest market for Horlicks, where it has traditionally been marketed as "The Great Family Nourisher." New products have been developed specifically for India, such as alternative flavours and special formulations for young children and breast-feeding mothers. Claims by GlaxoSmithKline India in 2005 that Horlicks encourages growth and alertness in children have, however, caused some controversy. Horlicks in India is one of the most trusted brands as independently measured by leading publications. Horlicks is available in many different variants in India. The traditional Horlicks is positioned as the "Great Family Nourisher" and is used by families. Junior Horlicks 1-2-3 is a large extension that is specially designed for pre-school children. Horlicks is also available as biscuits. In 2005, Horlicks Lite was also introduced targeting mature consumers and does not contain any cholesterol or added sucrose.
In the UK, GlaxoSmithKline attempted a rebrand of the product in 2004 for younger consumers by redesigning the packaging and publicising its consumption at a number of trendy London venues such as the Groucho Club.
In some countries, such as the Philippines and Malaysia, Horlicks was also sold as milky-chocolate-flavored disks in paper packets, which were then eaten as candy. Horlicks remains popular in Malaysia and Singapore where it packed under licence from SmithKline Beacham and sold in large glass and tin containers. It is also available in 1.5 kg refill packs.
In Hong Kong, Horlicks is known better as a café drink than a sleeping aid. It is served at cha chaan tengs as well as fastfood shops such as Café de Coral and Maxim's Express. It can be served hot or cold, and is usually sweetened with sugar. It is almost always made with warm milk, and ice is added to it if a cold drink is desired.
The product's name has entered the vernacular as a substitute for the profanity "bollocks." This was exploited by the company in a 1990s advertising campaign, in which a harassed housewife exclaims "Horlicks" in a context where a stronger term could have been expected, thus widening the term's exposure and usage for a while.
The term was used in July 2003 by British Foreign Secretary Jack Straw ("a complete Horlicks") to describe irregularities in the preparation and provenance of a dossier regarding weapons of mass destruction in Iraq.
A combination of chocolate drink and Horlicks is commonly referred to as Choclix.
Additional recommended knowledge
|This article is licensed under the GNU Free Documentation License. It uses material from the Wikipedia article "Horlicks". A list of authors is available in Wikipedia.|