Horlicks taps into India’s booming RTD market with new Milkshake for Gen Z
Horlicks taps into India’s booming RTD market with new Milkshake for Gen Z
Kolkata, June 2, 2026: Hindustan Unilever Limited (HUL) has launched Horlicks Milkshake, expanding the iconic brand into the rapidly growing Ready-to-Drink (RTD) nutrition category. Tailored for Gen Z consumers seeking convenience, taste and smarter choices, the new offering combines the trusted goodness of Horlicks with a chilled, ready-to-drink format.
Available in three indulgent flavours—Classic Malt, Chocolate and Kesar Badam—Horlicks Milkshake is enriched with 10 key nutrients, including zinc and essential vitamins, and contains 40% less total sugars*. Priced at just ₹20, it offers an accessible option for consumers looking to balance enjoyment with mindful nutrition.
The launch is backed by a new integrated campaign, “No Guilty, Only Pleasure,” celebrating a generation that wants the freedom to enjoy everyday moments without compromise. Through a youthful and relatable narrative, the campaign positions Horlicks Milkshake as the perfect companion for busy lifestyles—whether during commutes, work breaks, college hangouts or evening cravings.
Commenting on the launch, Rajneet Kohli, Executive Director, Foods and Refreshment, Hindustan Unilever Limited, said, “The Ready-to-Drink category is evolving rapidly, driven by Gen Z consumers seeking convenience, taste and more mindful choices in formats that fit seamlessly into their lifestyles. Earlier this year, we expanded Boost Ready-to-Drink nationally with our Classic, Caramel and Badam variants, strengthening our presence in the RTD segment. With Horlicks Milkshake, we are further expanding our foray into the overall RTD category by bringing the trusted nutrition of Horlicks into the chilled RTD space. The offering combines great taste, convenience and more mindful nutrition credentials in a format that is culturally relevant, accessible and designed for today’s generation.”
The new Horlicks Milkshake is now available across retail outlets and selected online platforms across India.