GSKCH launches Horlicks Lite and Horlicks Lite Bite Biscuits

Company Release, September 19

NEW DELHI

Horlicks, India's leading health food drink (HFD) with a heritage of over 100 years, today launched Horlicks Lite and Horlicks Lite Bite, products that have been specially formulated keeping in mind the dietary needs of health conscious adults. This product is also suitable for people with diabetes. Horlicks, the pioneer in innovation in the health food drinks segment, has yet again delivered a product, which will help alleviate a lot of concerns that adults have with age. Horlicks Lite will also help people with diabetes in managing their daily diet requirements.

Horlicks Lite contains 0 added sugar, has 0 cholesterol, is high in fiber and low on fat. Its scientific formulation was developed in consultation with senior doctors from all over the country. Enriched with 26 vital nutrients such as vitamin B6, B12, folate for a healthy heart, and antioxidant nutrients, Horlicks Lite provides adults with an ideal balance of micro and macro nutrients. Horlicks Lite Bite is a delicious biscuit that contains no added sucrose while also containing fiber to help glucose control and satiety. It has added benefits of antioxidants, vitamins and calcium and is an ideal nibbler between meals.

Horlicks Lite is available in two flavours - Regular Malt and Coffee. A 500gm jar pack is priced at Rs.125 and a 50gm sachet is priced at Rs. 12. The Horlicks Lite Bite biscuit is an innovative product having whole-wheat crispies and is excellent as a healthy in-between meal filler. It is available in 100gm packs priced at Rs. 12. The Horlicks Lite range will be available in all retail stores across India.

"Horlicks has always evolved to meet the changing needs of its consumers and the environment while continuing to fulfill its consumers' nutritional requirements" said Anindya Das Gupta, General Manager - Nutritionals, GlaxoSmithKline Consumer Healthcare. "We developed Horlicks Lite and Lite Bite in consultation with leading doctors and dieticians. Horlicks Lite and the Lite Bite biscuits are ideal nutritional products for all adults, and are also suitable for people with diabetes."

The formulation of Horlicks Lite has been validated through a process of qualitative and quantitative consumer research amongst both normal adults and people with diabetes. The health drink has a "light" taste, which has been customized keeping the adult palate in mind. This taste has been preferred to that of key competitors in the consumer research.

"India is the diabetic capital of the world and people in the age group of 35 and above are increasingly becoming more susceptible to a number of health problems. Patients with diabetes are often faced with restrictions in their diet where products that are suitable from them have either a bad taste or are too expensive. Therefore, to address these issues we have worked closely with GSKCH in the development of Horlicks Lite and Lite Bite. Both these products are endorsed and certified by Diabetes India for use by people with diabetes as a part of their lifestyle management," said Dr. Sadikot, President, Diabetes India.

An extensive 360-degree communication plan will also effectively promote the brand's new promise to health conscious adults and people with diabetes. Horlicks is sponsoring a website and has also made available a toll free number, 1600-425-5483 (LITE) where people can call anytime for help and advice. The launch of Horlicks Lite is also supported by a television commercial creatively designed by JWT and directed by Pradeep Sarkar (Film Director, Parineeta). This initiative will be further sustained by radio, outdoor advertising, consumer sampling, and on ground activation activities.

While presenting the new and extremely entertaining Horlicks Lite ad starring Boman Irani, Pradeep Sarkar, the director of the ad and of Parineeta said, "I am a diabetic patient and therefore any food product which is suitable for people like us are very close to my heart! I enjoyed making this TVC for Horlicks as I could relate to the daily restrictions faced by people with diabetes. During my shoots I loved sipping on Horlicks Lite and nibbling on Horlicks Lite Bite biscuits", he added.

For further information, please contact:

Ira Gupta

Glaxo SmithKline Consumer Healthcare

Ph: 0124-2540700-03

email: ira.9.gupta@gsk.com

Niharika Sharma/Nandita Narayan

Genesis Public Relations

Mobile: 9811947452/9350991903

email: nsharma@genesispr.com/nnarayan@genesispr.com