Horlicks renamed: No longer classified as a 'health drink' - Here's the update
PTC News Desk: In a significant move, Hindustan Unilever has opted to shed the 'health' label from its renowned brand, Horlicks, marking a notable shift in its branding strategy. The category previously known as 'health food drinks' has been rechristened as 'functional nutritional drinks' (FND), signaling a departure from its traditional classification.
HUL, a conglomerate boasting an array of household brands including Horlicks and Boost, unveiled this strategic rebranding initiative amid evolving consumer preferences and regulatory directives. The decision to eliminate the 'health' descriptor from Horlicks aligns with recent directives from the Ministry of Commerce and Industry, urging e-commerce platforms to revise their categorisation of beverages and beverages, particularly within the 'healthy drinks' segment.
During a press briefing held on April 24, Ritesh Tiwari, HUL's Chief Financial Officer, officially announced the rebranding endeavour. Tiwari underscored the rationale behind this transformative step, emphasising the company's commitment to providing consumers with accurate and transparent product descriptions. By relabeling the category as 'functional nutritional drinks,' HUL aims to offer a more nuanced portrayal of its products, reflecting their multifaceted attributes and positioning them within the broader spectrum of functional nutrition.
This strategic realignment not only reflects HUL's responsiveness to regulatory directives but also underscores its proactive approach to meeting evolving consumer expectations. As consumers increasingly prioritise transparency, authenticity, and holistic well-being in their consumption choices, brands like Horlicks are compelled to adapt their messaging and branding strategies accordingly.
As Horlicks embarks on this new chapter under the banner of 'functional nutritional drinks,' it seeks to reaffirm its relevance in the contemporary wellness landscape while continuing to uphold its legacy of nourishing generations. With a renewed focus on functionality and nutritional efficacy, Horlicks endeavors to remain a trusted ally in consumers' pursuit of holistic health and well-being.
Understanding the Concept of 'Functional Nutritional Drinks'
HUL's introduction of the 'functional nutritional drinks' (FND) category aims to address the community's protein and micronutrient deficiencies, offering a broader perspective on beverage consumption and its health implications.
In essence, FND encompasses non-alcoholic beverages that go beyond mere hydration, providing additional health benefits derived from bioactive components sourced from various origins, including plants, animals, marine life, or micro-organisms. This classification signifies a departure from conventional notions of beverage consumption, emphasising the functional attributes that contribute to overall well-being.
The concept of functional nutrition, as endorsed by the Institute for Integrative Nutrition, embraces a holistic approach to dietary practices. It acknowledges the interplay between dietary choices and lifestyle factors, recognising that individual needs and preferences are shaped by diverse influences ranging from cultural norms to personal beliefs.
The regulatory scrutiny surrounding the categorisation of 'health drinks' stems from the absence of a standardised definition within the Food Safety and Standards Act of 2006. In response to mounting concerns over the nutritional content of popular beverages like Bournvita and Horlicks, regulatory authorities have initiated measures to ensure greater transparency and accountability in the marketing and labeling of such products.
The spotlight on Cadbury's Bournvita, akin to Horlicks in popularity, intensified following revelations of its elevated sugar content, prompting scrutiny from social media influencers such as Food Pharmer. This heightened awareness catalyzed a chain of events culminating in an inquiry by the National Commission for Protection of Child Rights (NCPCR), prompting intervention from the Food Safety and Standards Authority of India (FSSAI) and subsequent directives to e-commerce platforms.
These developments underscore the evolving landscape of nutrition and consumer awareness, underscoring the imperative for industry stakeholders to prioritise transparency, nutritional efficacy, and regulatory compliance in product development and marketing endeavors. As the discourse around functional nutrition continues to evolve, the FND category emerges as a promising avenue for fostering informed consumption habits and promoting holistic well-being among consumers.
- With inputs from agencies
