'Horlicks Lite', which is high on fibre and low on fat was launched in two flavours - coffee and malt - with the company looking at capturing 15 per cent of the market share of health food drinks by the end of the next fiscal.
"The health food drink market in India is estimated to be around Rs 1300 crore (Rs 13 billion) and Horlicks has a 53 per cent share of this. With Horlicks Lite we expect to get an additional 15 cent of the share," Anindya Das Gupta, general manager of the company, said.
The company would work closely with Diabetes India to market its product among diabetics.
Besides the health drink, Glaxo also launched a no-sugar biscuit 'Horlicks Lite Bite' with whole-wheat crispies as a healthy in-between meals filler.
"The biscuit would be ideal for diabetics as well as health conscious adults as it has no added sucrose," he said. Competitively priced, both the products would be available on the shelves within next month.
