We used to drink Horlicks in Bangladesh, where it was - like in India - a breakfast drink. Of course, Horlicks has no special powers to do anything, certainly not any of the things it is marketed as doing. It's a potent example of the insidiousness of marketing: pretty much everywhere in the U.K. and the former British Empire people associate this product with qualities it simply does not possess. Not only that, they are drinking a high-calorie product because it is marketed as being good for you. Kids in the U.K. (and, as development happens across the subcontinent, increasingly kids in India and Bangladesh too) really don't need to be drinking milk fortified with wheat and barley - either for breakfast or before bed.