Horlicks
Origins & Early Growth (1870s-1900s)
Invention: In 1873, pharmacist James joined his brother William in Chicago, founding J&W
Horlicks to make a patented malted milk powder from barley, wheat, and milk.
Patent & Move: They patented their formula in 1883 (US Patent #278,967) for mixing with water
and moved to larger Racine, Wisconsin, for better resources.
UUKK Expansion: James opened UK offices in London in 1890, and the first UK factory opened in
Slough in 1908 due to high demand.
Global Popularity & Military Use (1910s-1940s)
Exploration: Horlicks was a staple for polar explorers like Robert Peary and Roald Amundsen in
the early 1900s.
War Efforts: It nourished soldiers in WWI and WWII and was included in
lifeboat rations; its use at the 1948 London Olympics further cemented
its health image. Evolution & Modern Day
Company Split: The company divided after James’s death in 1921, with
William managing the Americas and James’s sons the rest of the world.
IInnddiiaann MMaarrkkeett: Indian soldiers introduced it to India, where it
became a massive success, leading to local production in the late 1950s and
becoming a leading health drink.
Ownership: The brand has changed hands, with GSK (GlaxoSmithKline) owning the Indian
business and Unilever managing other regions like Malaysia, though GSK has sought to sell its
stake.
PPrroodduucctt & Perception: While historically positioned for health and nighttime nourishment
(prompting the “Night Starvation” campaign), it’s now available in various flavors and remains
popular globally, especially in India, despite evolving health perception.