MUMBAI: It’s time to raise a glass not just for taste, but for strength. Horlicks, the heritage health drink from Hindustan Unilever Limited, is now blending nutrition with age-defying intent as it enters the senior wellness space with its latest launch, Horlicks Strength Plus. Designed for older adults, the formulation is all about supporting graceful ageing with serious muscle behind it quite literally.
Launched across South and East India, Strength Plus is a nutritionally dense, zero-added-sugar drink tailored for seniors. It’s packed with easily digestible proteins, leucine, calcium, vitamin D, and dietary fibre all aimed at maintaining muscle mass, bone strength, and digestive balance. And with no added maltodextrin in the mix, it’s as clean as it is conscious.
This isn’t just a product, it’s a well-timed intervention. According to the UNFPA India Ageing Report 2023, India’s senior population is projected to rise to 15 per cent by 2036 and nearly 21 per cent by 2050. With ageing comes sarcopenia, brittle bones, and gut troubles yet many seniors remain unaware of how significantly their nutritional needs shift.
Horlicks Strength Plus is here to change that narrative not only through formulation, but through education. The brand has partnered with Apollo Diagnostics and Apollo Pharmacy to offer subsidised health checks for seniors, a Rs 2,525 diagnostic package available for just Rs 299 at select locations. The initiative aims to nudge India’s elders towards proactive health management through both diagnostic awareness and dietary correction.
Speaking about the launchfoods HUL executive director Rajneet Kohli said, “We are proud to build on the strong legacy of Horlicks, a brand trusted by generations for formulations that are not only effective, but also cater to consumer taste preferences. As people age, they face unique health challenges, and supplementation can help bridge the dietary gap to meet their specific needs. Horlicks Strength Plus is an easy- to-consume solution that fortifies the body and helps maintain strength. It is the latest addition to our expanding Horlicks PLUS range, with a thoughtfully developed composition that elevates muscle strength, supports bone health and enhances digestive wellness. It contains no added sugar and is a flavorful drink that can be consumed with milk or water. Through our collaboration with Apollo Diagnostics and Apollo Pharmacy, we aim to empower elderly individuals to take charge of their well-being.”
Speaking about the need for nutritional supplementation for older adults, Indian Institute of Nutritional Sciences (IINS) chairman Prof Varsha said, “Medical science has extended longevity of life. However, lifestyle has a negative impact on quality of life. Increased immobility and muscle-wasting results in 3F’s – Frailty, Falls & Factures. Nutritional science supports quality of life with safe protein supplementation, adequate activity-sustaining energy & correction of micronutrient deficiencies. Remember, you are what you eat or drink.”
Strength Plus now joins Horlicks’ expanding ‘Plus’ portfolio, which already includes offerings like Women’s Plus, Mother’s Plus, and Diabetes Plus each a targeted response to evolving nutritional needs. But this launch hits a particularly crucial demographic at a crucial time.
Because while youth may be fleeting, strength with the right support doesn’t have to be. With Strength Plus, Horlicks isn’t just keeping up with its consumers, it’s growing older with them, one nourishing sip at a time.