Horlicks, the leading hot milky drink from GlaxoSmithKline, is set to drive category sales this winter with a bright new pack design by Bloom.

The brand will be focusing on everyday nutrition in a move away from its traditional bedtime image. The relaunch, starting with the pack, will promise nourishment, relaxation and renewal whatever the time of day.

Stephanie Holland, Commercial Director, Horlicks, says “Our new look packaging has been designed to appeal to a wider range of consumers, including mums, as Horlicks has a strong emotional value and is most successful when passed down through the generations.”

The design retains a similar layout and colour scheme whilst elevating the range’s nutritional credentials. ‘The sun emerging from behind the clouds combined with a sharper typeface will take the brand into a drink for any occasion’, says Jill Marshall, MD of Bloom, ‘whilst vibrant images of barley will bring the wholesome characteristics of the brand to life’.

The range consists of Traditional, Light and Chocolate variants and will be launched in-store from 10th October, supported by POS and a heavyweight press and advertorial campaign during the winter season.

Photo: new package design for the Horlicks range, created by Bloom