So, in 1877 the Horlick brothers opened their single story factory in Racine, making "Horlick's Infant & Invalids Food" and got ready for success. Okay, it was a little slow in coming. Oh, the baby formula business was doing okay, but it was by now very competitive and not the rocket to success that James had dreamed about along the banks if the River Wye, back in England. Still, in 1883, James’ preeminence in the field of baby food had been confirmed with the new patent, thus effectively limiting their competition. In 1890 James returned to England to be closer to the money, and to handle the marketing of their infant cuisine empire. In 1908 Horlick’s opened a new, much larger plant in Racine. And they just kept plugging away, searching for the marketing angle that would make them rich beyond their wildest dreams.
They thought they had hit the mark in 1909 when explorers Robert Peary, Amundsen and Scott all three pick Horlik’s product to supply protein for their assaults on the North and South Poles. Overnight Horlick's food was in the forefront of the "health food" craze. And it remains a popular health food item to this day. That same year, 1909, the brothers opened a new plant in New Zealand, to supply mothers and explorers down under with portable protein. But that was not the advancement that changed human life.
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