HUL has Decided to Rebrand Horlicks as a ‘Functional Nutritional Drink’.

In response to recent regulatory changes in the health drinks category, Hindustan Unilever (HUL) has decided to rebrand its category previously referred to as “health food drinks” as “functional nutritional drinks” (FND). Additionally, the “health” label has been removed from Horlicks.

The Ministry of Commerce and Industry has issued a directive instructing e-commerce platforms to exclude drinks and beverages from the “healthy drinks” category.

During their earnings press conference on April 24th, HUL revealed their decision to change their labeling strategy. Ritesh Tiwari, the Chief Financial Officer, detailed this shift. HUL believes that replacing the term “health drinks” with “Functional and Nutritional drinks (FND)” will offer a more precise and transparent description of the product category.

Tiwari also highlighted the undeveloped potential of the FND market, indicating substantial growth opportunities for these rebranded products.

The regulatory survey has been given rise by the absence of a clear definition of “health drinks” in the Food Safety and Standards Act 2006.

Functional Nutritional Drink

The Food Safety and Standards Authority of India (FSSAI) has encouraged e-commerce platforms to avoid labeling dairy, cereal, or malt-based beverages as “health drinks” or “energy drinks” to avoid confusion among consumers and prevent misleading advertising.

Regulatory bodies often review the statements made by manufacturers and may request scientific evidence to support them. Whether health drinks are classified as functional or nutritional drinks is determined by their specific ingredients, claims, and compliance with regulatory standards in different markets.


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