Horlicks Vegan Launched in Time for Veganuary!
Just in time for Veganuary, iconic British brand Horlicks has launched Horlicks Vegan; a dairy free malted beverage to enjoy with your favourite alternative milk.
Toni Vernelli, International Head of Communications & Marketing at Veganuary says: “We’re thrilled that Horlicks have launched their Vegan Horlicks in time for Veganuary. Veganuary’s role is to help people choose plant-based foods, whether their motivation is health, planet, people or animals. And it is much easier to persuade people to try vegan if there is plenty of great-tasting, high-quality food like this readily available.”
The family favourite brand, which has been a staple in pantries across the country for nearly 150 years, has introduced Horlicks Vegan into Asda Vegan bays, using a vegan recipe based on the brand’s signature creamy and malty characteristics.
Registered by The Vegan Society, the new formulation has been developed to cater not only to vegans, but also for those who suffer with dairy allergies. It’s ideal for kids and adults, can be enjoyed hot or cold, and contains 14 key vitamins and minerals.
The vegan formulation is based on the flavour profile of Horlicks Original blend which requires hot milk, meaning consumers can add their favourite preference of dairy alternatives, from almond to soy, coconut or oat milk.
Trials have shown that the new product tests particularly well with popular barista alternatives, creating the same, thick, creamy and warming hug in mug as the original favourite.
Michelle Younger, Marketing Manager at Horlicks said, “We are keen to evolve the brand by building on our unique malty taste and heritage whilst offering new varieties which appeal to different tastes, formats and diets.”
An iconic British brand and a family favourite, Horlicks dates back nearly 150 years, and is the oldest malted drink brand (in fact it is older than the tea bag which dates from 1904).
Made in Britain since 1906 using British farmed wheat and barley, it has a strong British heritage, and formed part of the forces kit bag during WW2 due to its ‘complete and well-balanced nourishment’.
Horlicks Vegan is available with Asda RRP £3.49 (400g jar).
For more information and recipe inspiration, visit www.horlicks.co.uk
