GSK Consumer Healthcare has extended the brand Horlicks, India’s leading Health Food Drink (HFD) into an all new category of high protein drink for active adults with the launch of its new variant Horlicks Protein+. Horlicks Protein+ was conceived with a vision of catering to the growing nutritional requirements, specifically protein related needs, of modern day professionals with demanding schedules and little time on hand to address the issue of adequate protein intake required by the body.
With their entry into a new category, GSK Consumer Healthcare also announced Bollywood actor, R
Madhavan as the brand ambassador for Horlicks Protein+. After the age of 30, people tend to lose 3-8% of their muscle mass per decade. Healthy muscles are important for optimal function due to their active role in human movement, powering us through the day. With a drop-in muscle mass and strength, a drop in functional capacity leads to fatigue. However, an optimal intake of high quality proteins and regular physical activity, can help reduce this decline in function. Maintenance of muscle mass requires not just the right amount of protein but also the right quality. Horlicks Protein+ is designed to address this issue of optimum quality protein intake amongst the modern-day masses, wherein the average Indian diet falls short.
According to experts, an ideal source of protein ensures fast and prolonged amino acid release which
cannot be achieved through a single source of protein. Hence, experts recommend a blend of proteins that enables a swift release of amino acids while also ensuring prolonged availability for muscle
protein synthesis. Horlicks Protein+ contains of a triple blend of proteins – fast release whey,
intermediate release soy and slow release casein.
Hence, this triple protein blend provides a steady flow of Amino Acids to the muscles for a prolonged duration. All three proteins in Horlicks Protein+ (whey, soy and casein) are high quality, complete proteins that contain 9 essential amino acids important to support healthy muscles and maintain strength over time to foster a healthy lifestyle. Horlicks Protein+ also contains B Vitamins known to support energy release iron to help reduce tiredness and fatigue.
Commenting on his association with Horlicks Protein+, Madhavan said, “I have always believed in keeping myself fit and proper protein intake is something that has helped me achieve that. How much protein you eat is important but I always emphasize on the quality of protein. Having the right Some Proteins get to work in the body very quickly, while others are released slowly over the course of many hours. Choosing a protein drink that has a blend of proteins, like Horlicks Protein+, ensures you get the best of both worlds with even delivery of amino acids throughout the day.
Vikram Bahl, Area Marketing Lead, Nutrition & Digestive health, GSK Consumer Healthcare India while commenting on the product launch, said “With Horlicks Protein+, we seek to bring to our consumers, a better protein to help them with optimal nutrition needs of today’s busy lifestyle. Further to our intent of launching relevant products driven by deep consumer insights, Horlicks Protein+ is a true innovation which promises to deliver on the benefit of an ideal blend of quality proteins to help modern Indians lead a healthier, more fulfilling lifestyle.”