The New Nation - Internet Edition

Economic Reporter

A new formulation of Horlicks that is proven to make children 'taller, stronger and sharper' was re-launched in the city yesterday.

It has been proven in an extensive and robust clinical study conducted by an independent group of nutritionists and scientists in India. Results from this study have established that the group of children who drank Horlicks became significantly 'taller, stronger, sharper' than those children in the control group, who did not get the Horlicks micronutrients, it was told at the re-launching ceremony held at Sonargaon Hotel in the city.

Speaking as chief guest, Mahbub Jamil, Special Assistant to the Chief Adviser said the country's wheels of economics would be activated if the selling of Horlicks increased. It would be good for the country if Horlicks could bring up healthy children, he said.

Azimuddin Ahmed, Chairman of Mutual Group, Meharban Singh, former professor and Head of Department of Paediatrics and Neonatology Division in All India Institute of Medical Sciences and Debashis Mukherjee, Country Manager of SmithKline Beecham Bangladesh also addressed the re-launching conference.

Debashis Mukherjee mentioned that Horlicks now comes with an innovative packaging change.

The pack will now carry a new logo stating the proven claim that Horlicks is "Now Proven-Taller, Stronger, Sharper." An extensive 360-degree communication plan would also effectively promote the brand's new promise to children, he added.

Meharban Singh gave a presentation on "Effect of Micronutrients on Health and Nutritional Status of School Children-NIN Study".

Among others, Arup Ray, GM of Eastern India GSK, Ashesh Bose, Head of Medical Detailing GSK, Iftekhar Azim, Director of Mutual Group and Akhtaruzzaman, Deputy General Manager of Mutual Group were also present at the programme.

The new Horlicks bottle was unveiled amidst a brilliant display of fire spinning and a dramatic laser show that left the audience spellbound.