Member Article

Aimia Foods Iconic Horlicks brand reveals new on-pack promotion with Fearne Cotton’s Happy Place app

Haydock based, Aimia Foods, has unveiled the latest on-pack promotion for its iconic brand Horlicks, offering shoppers a free three-month subscription to Fearne Cotton’s Happy Place app with every purchase and the chance to win one of 10 ‘Wellness Weekends’.

The launch follows on from Horlicks’ sponsorship of Fearne Cotton’s Happy Place festivals in 2023 and represents the next phase of the much-loved malted drink brand’s ‘Find your happy place’ campaign. The promotion will be redeemable on all 400g SKUS; Horlicks Original, Instant, Chocolate and Vegan.

The promotional pack design, which will be rolled out in all major retailers across 700,000 units, will be on shelves from the end of January, running until the end of March. The promotion will be supported by various retail activations including digital screens, aisle fins and retailer magazines to drive awareness.

The ‘Wellness Weekends’ up for grabs include a Weekend Yoga Retreat, a Luxury Spa Weekend, a Wellness-Inspired Glamping Break and a Delicious Foodie Break, giving winning consumers the chance to ‘take a moment’, to relax and unwind, on behalf of the brand.

Rebekha White, Brand Manager at Aimia Foods, commented: “Building on our successful sponsorship of Fearne Cotton’s festivals last year, we are excited to take our partnership to the next level with this on-pack promotion - providing shoppers with even more ways to find their happy place!”

Rebekha continued, “We are confident that our ‘gift for all’ promotion will drive trial of Horlicks, bringing new shoppers into the category, increase shopper engagement, and drive incremental sales.”

The Horlicks brand was acquired by Aimia Foods in April 2018. Comforting families for 150 years, it is the oldest malted drink brand (in fact it is older than the tea bag which dates from 1904), and has nourished soldiers, given sustenance to explorers and fortified athletes since 1873.

Made in Britain since 1906, Horlicks has a strong British heritage, and formed part of the forces kit bag during WW2 due to its ‘complete and well-balanced nourishment’.

With over 25 production lines across 225,000 sq ft. of product site space, Aimia Foods pack, manufacture and distribute a wide range of food and beverage products in a number of different packaging formats, with particular specialism in blending and manufacturing ambient, dry, powder-based products.

Based in Haydock, Aimia covers a multitude of markets and categories for retail, cash & carry, food service, vending as well as offering a co-manufacturing service across the business.

This was posted in Bdaily's Members' News section by Melissa Chawner .