Gen Z's preference for on-the-go nutrition drives new HUL launch

As summer drives demand for refreshing and convenient beverage options, younger consumers are increasingly gravitating towards products that fit seamlessly into their busy, on-the-go lifestyles. At the same time, changing consumption habits are encouraging brands to explore new formats that combine convenience, taste, and nutritional value.

This trend is particularly pronounced among Gen Z consumers, who are looking for products that align with both their lifestyle preferences and growing awareness around ingredients and nutrition. This shift is creating new opportunities in the ready-to-drink (RTD) segment, prompting FMCG companies to expand their offerings in the category.

Against this backdrop, Hindustan Unilever Limited announced the launch of the new Horlicks Milkshake, marking the brand’s expansion into the fast-growing Ready-to-Drink (RTD) nutrition segment. Created for Gen Z consumers navigating fast-paced lifestyles and increasingly mindful choices, the new Horlicks Milkshake brings together the familiar taste of Horlicks with the convenience of a chilled, ready-to-drink milkshake format. Available in three indulgent flavours- Horlicks Classic Malt, Horlicks Chocolate, and Horlicks Kesar Badam, the new milkshake is formulated with 40% less total sugars* and enriched with 10 key nutrients^ including Zinc, Vitamins & more.

Priced at Rs. 20, the product is designed to offer Gen Z consumers a pocket-friendly beverage option that delivers both great taste and more mindful nutrition credentials.

As Gen Z consumers become increasingly conscious of what they consume, there is a growing shift toward beverages that balance enjoyment with more mindful choices. While indulgent drinks continue to remain part of everyday culture, consumers today are looking for options that fit more seamlessly into evolving lifestyles and habits. With Horlicks Milkshake, the brand aims to respond to this shift by offering a tasty, flavourful milkshake experience with 40% less total sugars* and added nutrition in a convenient on-the-go format.


The launch is accompanied by a new integrated campaign built around the thought, “No Guilty, Only Pleasure”. The campaign is rooted in the insight that today's Gen Z consumers are increasingly embracing mindful moderation in their everyday lifestyle choices. It celebrates a generation that seeks moments of enjoyment without having to compromise on their values. Horlicks Milkshake positions itself as the bridge between these two desires, delivering the indulgent satisfaction of a delicious milkshake while also offering more mindful nutritional credentials, catering to consumers who refuse to choose between taste and wellness.

Through a youthful and relatable narrative, the campaign positions Horlicks Milkshake as a companion for everyday moments. These moments span across a range of daily scenarios, from morning commutes and work breaks to college hangouts and evening cravings. The campaign aims to anchor the brand within these touch points, allowing consumers to enjoy taste-led experiences throughout their day.

The campaign is being amplified through a robust 360-degree national rollout spanning television, digital, social media, influencer collaborations, large-scale sampling initiatives, outdoor advertising and high-impact consumer activations across key markets in India. As part of the campaign, consumers will experience the ‘No Guilty, Only Pleasure’ proposition across multiple touchpoints, bringing the brand’s blend of taste, convenience and mindful nutrition to life. Select markets will also witness extensive Metro branding and high-visibility Out-of-Home (OOH) activations to drive awareness and trial among on-the-go consumers.

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 launch reflects our focus on building future-facing nutrition categories that connect strongly with evolving consumer needs and consumption habits.”

The campaign film showcases the tasty, flavourful appeal of Horlicks Milkshake while highlighting its nutritional credentials, highlighting the brand’s proposition of guilt-free pleasure in a convenient format.

The new Horlicks Milkshake is now available across retail outlets and select online platforms in India.

Note: *Versus leading similar beverage as per Neilsen Mat July 24
^Statement of fact (and not contains) as per NFT

Disclaimer: This article has been produced on behalf of HUL by Times Internet's Spotlight team.
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