Horlicks was created in 1843 by brothers William and James Horlick, and
soon gained popularity across Britain as a light-weight, non-perishable
health-food supplement. It comes in powder form and is mixed with water
to create a “nourishing and delicious table drink.” It is made up of
malted barley, whole milk and wheat flour and it also includes a wide
range of vitamins and minerals.
James Horlick was a chemist who worked for a company which produced
dried infant food. He became ambitious after inventing some recipes of
his own. Malted milk powder was invented as an easily digested
restorative health drink for invalids and children, and as an infant's
food. So along with his brother William, they formed J and W Horlick of
Chicago. Their baby food was a huge success.
In the 1870s, babies often got sick as fresh milk went bad very quickly.
It was recipe, invented by James and William that save the day.
Up until the 1960s, Horlicks found as an adult curative drink that
gave extra energy, especially during the period of recovery.
The 1970s saw its position shift to the Great Nourished food drink
supplement. It was in this phase that the brand saliency shot up.
Malted milk drink: Horlicks
