Horlicks Supports Alder Hey Children’s Charity with National Campaign

Haydock-based hot beverage brand Horlicks is helping locally based Alder Hey Children’s Charity to ‘make magical moments’ for its patients, families, and staff this Christmas with the launch of its latest products.

Through three products exclusively available in B&M stores nationwide from September; the Horlicks Instant Cracker, Horlicks Chocolate Cracker and Mixed Stick Pack, the much-loved malted drink brand has pledged to donate 10p per pack to the charity which raises funds for Alder Hey Children’s NHS Trust.

The donations raised through the campaign will help bring Christmas magic to Alder Hey and support families receiving care during the festive period, funding Christmas decorations around the hospital, festive events for patients, families and staff, and Christmas presents for patients.

Based in Liverpool, Alder Hey is one of Europe’s busiest and biggest children’s hospitals, helping families not just locally, but across the UK. It is a pioneer for developments in children’s medicine and some of the charity funded projects have benefited not just Alder Hey patients, but children across the world.

Aimia Foods, manufacturers of Horlicks, entered a partnership with the children’s charity in 2023 with the aim of raising money to help children, their families, and the hard-working staff at the hospital.

The campaign launch follows hot on the heels of four recent firm-wide events organised by Aimia Foods in aid of Alder Hey Children’s Charity, including Snowdon by Sunset, the Aimia Cycle-athon, participating in Alder Hey’s Oli Walk and the Aimia to Alder Hey 22km walk, which raised over £26k in donations.

Elinor Freestone, Corporate Partnerships Manager at Alder Hey Children’s Charity commented, “In every corner of Alder Hey, the warmth of care radiates, embracing patients with a sense of magic that defines us. Our dedicated NHS staff provide the very best care, while the charity strives to create unforgettable, positive experiences for our young patients. Visitors often speak of a special feeling here, a unique blend of hope and healing we call ‘Alder Hey magic.’ As Christmas approaches, this magic shines even brighter, wrapping each child in the comfort and joy they deserve.”

Rebekha White, Brand Manager at Aimia Foods, commented: “At Aimia Foods, we are passionate about supporting our local communities. The work that Alder Hey Children’s Charity undertakes to help make the hospital a truly world-class, patient-friendly hospital for the 450,000 children and young people they care for every year is incredible. Through our ‘Make Magical Moments’ campaign, we hope to help the charity spread some extra Alder Hey magic in the spirit of Christmas.”

Rebekha continued, “The Horlicks partnership with the charity will extend into 2025, and we have exciting plans for an even bigger fundraising campaign next year.”

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.

For more information, visit www.horlicks.co.uk