“HUL Renames Horlicks Category, Drops ‘Health’ Label Amid Regulatory Scrutiny”

In Short

• Hindustan Unilever has dropped the ‘health’ label from Horlicks
• The company has renamed its ‘health drinks’ category as ‘functional nutritional drinks’
• A functional nutritional drink could be a non-alcoholic beverage that provides additional health benefits

Hindustan Unilever Ltd (HUL) has taken a significant step by rebranding its ‘health drinks’ category, including brands like Horlicks and Boost.

The company has renamed the category from ‘health food drinks’ to ‘functional nutritional drinks’ (FND), while also removing the ‘health’ label from Horlicks.

This decision was announced by HUL’s Chief Financial Officer, Ritesh Tiwari, during a press conference on April 24.

Tiwari emphasized that this change aims to offer a more accurate and transparent description of the category, aligning with evolving consumer preferences and regulatory guidelines.

So, what does ‘functional nutritional drinks’ mean? According to HUL, this category addresses the community’s protein and micronutrient deficiency needs.

FND refers to non-alcoholic beverages that provide additional health benefits due to containing bioactive components sourced from plants, animals, marine sources, or microorganisms.

Functional nutrition, as defined by the Institute for Integrative Nutrition, takes a holistic approach to diet, considering lifestyle factors that impact food choices.

This rebranding comes in the wake of regulatory scrutiny and concerns over the absence of a clear definition of ‘health drinks’ under the Food Safety and Standards Act 2006.

The move was further prompted by worries regarding the high sugar content in beverages like Bournvita and Horlicks.

The scrutiny intensified when Cadbury’s Bournvita faced criticism for its high sugar levels, notably brought to light by a social media influencer known as Food Pharmer.

Subsequently, the National Commission for Protection of Child Rights (NCPCR) initiated an enquiry with the Food Safety and Standards Authority of India (FSSAI), leading to the government’s directive to e-commerce platforms to remove drinks and beverages from the ‘healthy drinks’ category.

In response to these developments, HUL’s rebranding underscores a broader industry shift towards more transparent labeling and addressing regulatory concerns regarding nutritional content and health claims in food and beverage products.