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, had also seen volume and value sales decline over the years due to a decline in buyers. Consumer perceptions (or misconceptions) of the brand had kept its consumer base firmly in the aged 65+ bracket, and in danger of further decline. In order to ensure the brand's longevity and status as category leader, owners Aimia Foods wanted to reposition the brand...

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