Packaged consumer goods company GlaxoSmithKline Consumer Healthcare would invest over Rs 300 crore on repositioning original milk food drink Horlicks as the company’s umbrella brand. Apart from relaunching Horlicks with a new look and promoting the brand across media, including the digital and mobile marketing space, GSK is also looking at foraying into other categories like breakfast and mid-day meals.
Recent category extensions of Horlicks, estimated to be a Rs 1,500-crore-plus brand, include biscuits, cereal bars and instant noodles. The company plans to achieve sales of Rs 300 crore over the next 18-24 months from its foods business.
Horlicks’ Foodles instant noodles brand has been able to capture 5% share within six months of launch. The current share is close to 20%. The 110-year-old health drink Horlicks has 51% share in the health-drinks category and along with Boost gives GSK control of over two-thirds market share.
crackcrack| Company Name | CMP |
|---|---|
| Varun Beverages | 489.75 |
| Nestle | 1423.90 |
| Britannia Inds | 5723.30 |
| LT Foods | 420.40 |
| Hatsun Agro Product | 992.50 |
| View more.. | |
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