That's Meat and Drink To Me:
Wisconsin's Malted Milk Story
Soda Fountain Inside Riker's Drug Store, 1923
Trenton, New Jersey.
Source: Duke University Rare Book, Manuscript, and Special Collections Library
A Popular Treat
As malted milk evolved into a soda fountain treat, Horlicks began adding chocolate to its malted milk products.
Horlicks' advertising did not abandon its original, 19th century claims of easily digested nutrition, even as it added new appeals to taste, energy, refreshment, relaxation and fun.
According to legend, William Horlick approached the fledgling Hamilton Beach Manufacturing Co. of Racine and urged them to apply their lightweight, high-speed motor to the increasingly popular task of mixing malteds. The result was the first practical electric drink mixer, patented in 1911.
Horlicks 25-Pound Malted Milk Powder Canister, 1969-1975
Wisconsin Historical Museum object #1982.33
Electric Drink Mixer, ca. 1915, and Horlick's Malted Milk Mixing Cup, ca. 1920
Hamilton Beach Manufacturing Co. Racine, Wisconsin.
Wisconsin Historical Museum object #1966.132.1 and 19188.8.131.52