388. HORLICK’S MALTED MILK, 1927-1930 Ads

HORLICK'S PHILIPPINE AD, 1930s

HORLICK’S  is a sweet malted milk hot drink powder developed by British-born founders and brother  James and William Horlick way back in 1873. It was first sold as "Horlick's Infant and Invalids Food," soon adding "aged and travellers" to their label. In 1918, World War I  British soldiers brought it to India, where it achieved popularity as a family drink.

In Britain, HORLICK’S  was a favorite bedtime, while in other markets, it was promoted as a breakfast drink. It was in the 1920s that HORLICK’S MALTED MILK reached the Philippines and hailed as “the drink for all ages”.  HORLICK’S contains extracts of malted barley and wheat, mineral salts and milk, ingredients needed for ideal nutrition.

Early  Phil. HORLICK'S AD, 1927

The primary markets of this imported milk brand were undernourished Filipino children and women who are both beauty and health-conscious. It was sold in glass jars by druggists and leading grocers, and had the backing of doctors and nurses.

 The imported product was available through the next decades. There were even HORLICK’S Malted Tablets what were sold as candy, and which were supplied to the U.S. and UK. Troops as energy-boosting treats during the war. These HORLICK’S Tablets also became available in the country.

HORLICK'S GLASS PREMIUM, 1950a

HORLICK’S came under the ownership of  GlaxoSmithKline (Consumer Healthcare) in Australia, Bangladesh, Hong Kong, India, Jamaica, Malaysia, New Zealand, South Africa, Sri Lanka, and the U.K. until it was acquired by Unilever in 2018. The icon brand with a rich history is still in production today.