Horlicks has launched a new protein powder containing 24g of fermented yeast protein and 4g of prebiotic fibre per serving.
The product comes in Chocolate, Coffee and Unflavored variants. It is packed as 28 single-serve sachets in a 1kg pack.
A Protein Proposition Built Around Everyday Routines
The formula uses fermented yeast protein, which Horlicks says provides all nine essential amino acids. It has a PDCAAS score of 1.0, indicating a high-quality protein profile.
The product also contains inulin, a prebiotic fibre, and papain, a plant-derived digestive enzyme. The fermented yeast protein is naturally lactose-free. This gives the brand a much larger potential consumption territory while leveraging Horlicks’ 100-plus-year nutrition legacy.
Horlicks Broadens the Meaning of ‘Workout’
The product is now available through retail outlets and select online platforms in India. Its launch campaign is built around the thought ‘Your Day Is the Real Workout.’ The idea comes from consumer conversations that associate everyday activities, from commuting and working to carrying groceries, with physical demands.
For marketers, this reframes the protein category. Instead of limiting the consumption occasion to fitness and exercise, Horlicks is attempting to make protein relevant to mainstream daily routines.
The Last Word
Protein marketing is moving from performance alone to participation in everyday life. The brands that normalise the category could expand the market beyond traditional fitness consumers.