Horlicks is launching a new improved Instant Light Chocolate, available in both sachet and jar formats.
The malt drink (rrp £3.50 per 500g jar / 30p per 32g sachet) is now made using 6.6% fat reduced cocoa powder and 13% malted barley, with less calories, sugar and salt than its predecessor.
Michelle Younger, marketing manager at brand owner Aimia Foods, said: “We are keen to reward our loyal consumers with a more indulgent experience, building on our unique malty taste heritage and with greater appeal to chocolate lovers, which the new formula represents. The combination of the increased cocoa and malted barley content has had a very favourable response in testing and we are excited to gauge the consumer reaction.
“We are also expecting incremental sales from regular hot chocolate consumers – particularly from those families with children who are keen to explore healthier alternatives, and from the more health-conscious demographic.
She added: “We will be investing heavily in the new improved Horlicks Instant Light Chocolate launch, as part of our integrated marketing strategy for the brand which will continue into 2019 with a £1million marketing spend forecast.”
The new improved product contains 14 vitamins and minerals, including calcium, vitamin D and vitamins A and C (when prepared using instructions) and is available to retailers now.