Aimia Foods: Horlicks

Horlicks, the UK malted drink, addressed a detrimental stereotype and declining sales by revitalising its visual identity with contemporary, escapist nostalgia, winning new, younger customers and allowing the brand to grow into new markets.

Executive Summary

The UK Malted Drinks category had been in decline for several years, with some retailers reducing fixture space, in favour of more innovative offers mimicking those seen in coffee shops.

Horlicks, once one of Britain's most-loved brands,...