Horlicks

© Copyright 2011. Do not copy. All rights reserved and enforced. Horlicks is a malted milk powder that you mix with warm milk to make a drink. It is wheatier, and less malty-tasting than other such drinks. The basic ingredients Horlicks is malted barley, wheat flour and evaporated milk. It is now available in many flavours including original, chocolate, banana, strawberry, light, etc. Horlicks is served in some Chinese restaurants as a snack, usually sweetened with sugar. They serve it hot or cold -- to serve it cold, they make it first with the warm milk, then add ice to chill it. It is very popular in India, where special flavours and formulas have been developed for the market there. It is also very popular in Malaysia, where it is present in 70% of Malaysian kitchens where it is used as a drink for children. Horlicks is owned by GlaxoSmithKline (current as of 2007.) The largest markets for Horlicks are, in order, the UK, India and Malaysia. It is GlaxoSmithKline's top selling product in Malaysia.

Cooking Tips for Horlicks
To use Horlicks as a drink: 2 or 3 tablespoons in a mug, add warm milk or water, and stir.

Nutrition for Horlicks
Horlicks is currently (2007) marketed in the West as helping to promote sleep at night.

History Notes for Horlicks
Horlicks was invented by two British men who immigrated to America, William Horlick (1846-1936) and his brother James Horlick (1844-1921). Despite their immigrating to America and inventing Horlicks there, it actually became more popular back home in Britain. They had intended it to be an infant food, but it became more popular among adults (though in India, it became popular for children.) James Horlick and William Horlick were from Gloucestershire, England. James was a

1988 -. with seven windows in each side. Berkshire is completed. In 1955. one storey wood building. That same year. James's sons get responsibility for all of the world except America. 1890 -.James died.James went back to London to set up an office there to manage importing their product from the States. Thus. India to make Horlicks there. He invented some food formulas for the company. the brothers obtained US patent 278." By 1875. they needed to move to a place that was larger. 1921 -. 30 October 1958 -.William died. they started their own company (J&W Horlicks) to make a malted milk drink for infants. James decided to join him in Chicago.Horlicks added Vitamin C. 1990s -.UK demand was large enough to justify Horlicks establishing its own plant there. Folic Acid. had previously emigrated to America in 1869. William. they became the first malted milk to be patented. 1955 -. Their slogan was that they made " Horlick's Infant & Invalids Food. working for a company that made dried baby food.Horlicks dropped from the product description the phrase "malted milk". Their new factory was a small. age 90. his younger brother." 1968 -.On 5th June 1883.chemist. William continues to manage America.British Horlicks company buys the American Horlicks out. 1914 -. and got the hankering to set out on his own.Horlicks opened a factory in Australia to supply Australia and New Zealand. . They called their product "Diastoid.Up till now. over 70% of Horlicks was being sold to people over 45 in the early 1990s. 1936 -. Wisconsin.Horlicks added yet more calcium. working people drinking it. powdered Horlicks had been exported to India for bottling and labelling there. 1906 -. 1935 -.Calcium and protein added to the Horlicks mix. The company was divided into two. Vitamin B12. 1993 -. Horlicks needed to tap into a younger market so that its customers didn't just die off." • • • • • • • • • • • • • • • • • • • 1875 -. The company launched ads showing younger. In 1873.Horlicks was sold to Beecham [1]. 1999 -. 1945 -. so that they could market the product as having twice the calcium of fresh milk. government protectionist policies in India stopped the import of Horlicks. in Slough.James was made a Baron. The subsidiary company was called "Hindustan Milkfood Manufacturers Pvt. 1883 -. 1969 -. so they moved to Racine.A factory was built in Pakistan.Construction of the first UK factory.Horlicks opened a factory in Nabha.In the UK. Ltd.The brothers obtained their first US patent on 18 May 1875. 1908 -. 1930s -.967 for their drink's ability to mix up in water. Punjab. and Iron to its mix.

The plastic pitchers said on them. hired a public relations consultant. Called the "Horlicks Easy Mixing Set". relatively slender plastic mixing pitcher. "HORLICKS MIXER: See mixing instructions on Horlicks Containers. Promotional mixing sets used to be sold consisting of a box that contained a jar of Horlicks. the company decided to make it look like a parade and get in front of it with a TV commercial in which a housewife says "Horlicks" instead of something like "bollocks. in October of 2004." In 2003. it sold in England for 3 shillings. Language Notes "Bollocks" is a term in the UK which is roughly equivalent to the North American slang word "bullshit. to advise on how to discourage the slang usage of the word Horlicks.one or two drinks. GlaxoSmithKline. The Horlick Mountains in Antarctica were named by Admiral Richard Evelyn Byrd (25 October 1888 to 11 March 1957) in honour of William Horlick. both with money and supplies of Horlick's. used the phrase "a complete Horlicks" to mean a "complete cock-up. not sharing the sense of humour that the earlier management of the product did. The graduations are for seven and fourteen ounces respectively -. the Beecham group merged in 1989 with SmithKline to become SmithKline Beecham. attached to a long handle." The word "Horlicks" has entered popular vocabulary in the UK as a polite replacement for the word "bollocks. Nevertheless.At various points. and a whisk-like thing made of a relatively flat disk with holes on it." No one is quite sure how it started. the phrase was already so well known that it was out of fashion. on 27 December 2000. the then British Foreign Secretary. Horlicks biscuits and Horlicks ice cream have been made. SmithKline Beecham merged with Glaxo Wellcome to become GlaxoSmithKline. DO NOT USE BOILING LIQUIDS" [1] Horlicks was sold for £20 million in 1969 by the founders' sons to the Beecham Group. the new management of Horlicks. but in the 1990s. The first Horlicks bottles had the product information imprinted right on the glass. . that you used to stir and churn the Horlicks in the mixing pitcher before you poured it into your mug. William Horlick helped to sponsor Byrd's 1933 to 1935 expedition to Antarctica. a tall." But at the time he used it. Jack Straw. Mark Borkowsk.