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Horlicks advertisement, World War I
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Horlicks advertisement, World War I
Advertisement for Horlicks Malted Milk Lunch Tablets, just the thing for reinforcing a soldiers energy and strength during a long march. " Thousands of men on active service have found them invaluable so send your friend a liberal supply...". Date: 1915
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Media ID 14128006
© Illustrated London News Ltd/Mary Evans
Advertisements Adverts Energy Health Horlicks Lunch Malted Milk Supplement Supplements Tablets Tommies Tommy Vitality
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EDITORS COMMENTS
Amid the chaos and hardships of the Western Front during World War I, the simple pleasure of a hot meal was a luxury that many soldiers longed for. However, when the army rations fell short, or during the grueling marches that were a common part of military life, soldiers turned to Horlicks Malted Milk Lunch Tablets for an essential boost of energy and vitality. This advertisement from 1915, featuring a weary but determined "Tommy" soldier, emphasizes the importance of Horlicks in maintaining the strength and endurance of the British military. The caption reads, "Thousands of men on active service have found them invaluable. So send your friend a liberal supply." Horlicks, a popular malted milk drink, was first introduced in 1873 and quickly gained a reputation for its nutritional benefits. The tablets, which could be easily carried in a soldier's kit, provided a quick source of energy and sustenance, making them an essential addition to the meager rations of the British army. The image of the soldier, with his weary expression and determined gaze, speaks to the resilience and fortitude of the men who served in the war. The advertisement, with its appeal to send "a liberal supply" to friends, underscores the sense of camaraderie and shared sacrifice that bound the soldiers together during this trying time in history. As the years passed, and the horrors of the war came to an end, the image of the soldier with his Horlicks tablet became a symbol of the enduring spirit of the British military. Today, this advertisement serves as a reminder of the sacrifices made by the soldiers of World War I and the importance of nourishment in maintaining health and vitality, especially during times of hardship and adversity.
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