Hindustan Unilever Ltd (HUL) has renamed its ‘health drinks’ category to ‘functional nutritional drinks’ (FND), omitting the ‘health’ label from Horlicks. This strategic shift follows governmental directives to reclassify beverages and aligns with the company’s commitment to transparent product descriptions.

During a recent press briefing, Ritesh Tiwari, HUL’s Chief Financial Officer, announced the rebranding, emphasizing its alignment with evolving regulatory standards and consumer expectations.

The term ‘functional nutritional drinks’ encompasses beverages addressing protein and micronutrient deficiencies, sourced from various natural elements like plants, animals, marine life, or microorganisms.

This alteration in nomenclature reflects a broader regulatory initiative, driven by concerns over sugar content in popular malted drinks like Bournvita and Horlicks. Social media influencers and governmental bodies have raised questions regarding the health implications of such beverages, prompting a reevaluation of their categorization.

The absence of a clear definition for ‘health drinks’ within existing regulatory frameworks, such as the Food Safety and Standards Act 2006, necessitated this reclassification to provide consumers with more accurate product information.

Cadbury’s Bournvita, a prominent contender in the malted drink market, faced scrutiny for its high sugar content, prompting investigations by national authorities and regulatory bodies.

Following an enquiry by the National Commission for Protection of Child Rights (NCPCR), the Food Safety and Standards Authority of India (FSSAI) intervened, leading to directives to e-commerce platforms to reassess the categorization of such products.

HUL’s decision to relabel Horlicks as a functional nutritional drink aligns with a broader industry trend towards transparency and accountability in product marketing and labeling.

This rebranding underscores the evolving landscape of nutritional beverages, emphasizing functional benefits over broad health claims, in line with consumer preferences and regulatory mandates.

As consumer awareness regarding nutrition and wellness grows, companies are increasingly adopting clearer and more specific product descriptions to meet evolving demands and expectations.

The reclassification of Horlicks represents a proactive step by HUL to adapt to changing regulatory environments and consumer preferences, ensuring transparency and clarity in product labeling.

By : Kruthiga V S

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