Horlicks rebranded as Functional Nutritional Drink
In response to directives from the Union Ministry of Commerce and Industry, Hindustan Unilever has rebranded its ‘health food drinks’ category, renaming it as ‘functional nutritional drinks’ (FND). This decision, prompted by concerns over categorization on e-commerce platforms, affects prominent brands like Horlicks and Boost. Ritesh Tiwari, the company’s chief financial officer, stated that this rebranding reflects a more accurate depiction of the products. The move also aligns with efforts to tap into the underexplored market potential of the category.
Hindustan Unilever aims to expand its consumer base, usage, and benefits within the FND segment. Additionally, the company is observing promising growth in its premium offerings, particularly those tailored for diabetes management and women’s health. The initiative comes in light of the National Commission for Protection of Child Rights’ observation that there is no defined category for ‘health drinks’ under the Food Safety and Standards Act 2006. Further, the Food Safety and Standards Authority of India (FSSAI) has cautioned against misleading categorizations such as labeling dairy, cereal, or malt-based beverages as ‘health’ or ‘energy’ drinks on e-commerce platforms.
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