I've never heard of Horlicks. At least in the area of the US I grew up in it wasn't available.
The limited edition thing is funny. Here in Japan there are three products I can think of off the top of my head that are constantly introducing limited editions for a few weeks only for them to disappear forever. Kitkat, coca cola, and yebisu beer. Some of the limited flavors are bizarre. For example, there was a sweet potato kitkat a few years ago, as well as yogurt coke. Bizarre or not, the limited editions seem to be popular enough that they just keep putting them out.