Horlicks has forayed into senior nutrition with the launch of Strength PLUS, a specialised nutritional supplement formulated to support the nutrition needs of older adults.
As per the brand, Horlicks Strength PLUS is a scientifically designed blend of easy-to-digest protein, leucine, calcium, vitamin D, and dietary fibers. These nutrients are known to help improve digestive health, manage muscle strength, and support bone health- a balanced nutrition that aids to promote overall health and well-being.
The launch of this advanced formulation in the South and East markets of India marks Horlicks’ entry into the silver economy, further expanding its ‘PLUS’ portfolio. The addition of Strength PLUS to this range reinforces the brand’s commitment to scientifically designed drinks that address specific nourishment needs across life stages. What sets Horlicks Strength PLUS apart is its commitment to health-conscious living, containing zero added sugars and no added maltodextrin. This makes it an ideal choice for those focused on managing their added sugar intake without compromising on essential nutrients that help manage normal weight, a common problem in elderly with sarcopenic obesity, it added.
The product has been introduced at an opportune time when India is seeing a steady rise in its elderly population, the brand highlighted. As per the UNFPA India Ageing Report 2023, the share of individuals aged 60 and above is projected to rise to 15% by 2036 and nearly 21% by 2050.1 With ageing often comes a decline in muscle mass, bone density and digestive efficiency- prompting the need for targeted nutritional interventions. Yet, many older adults remain unaware of their changing nutritional requirements and often neglect their health.
In a move to create awareness and educate consumers, Horlicks Strength PLUS has partnered with Apollo Diagnostics and Apollo Pharmacy to offer a subsidised health package for seniors at select locations. Through this initiative, consumers can access the Apollo Diagnostics Health Package, a comprehensive diagnostic panel of 30+ tests valued at Rs 2,525, at a significantly reduced price of Rs 299. This partnership aims to encourage older adults in India to proactively monitor their health through affordable testing and take preventive measures by ensuring improved nutritional intake.
Speaking about the launch, Rajneet Kohli, Executive Director, Foods HUL 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, Prof Dr. Varsha, Chairman, Indian Institute of Nutritional Sciences (IINS) 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 and correction of micronutrient deficiencies. Remember, you are what you eat or drink.”
