That same year he and his brother founded the J. & W. Horlicks Company, in Chicago. There they were to patent and then mass produce their malted milk drink as an artifical baby food. After two years they moved the business to larger premises in Racine, Wisconsin, 25 miles south of Milwaukee. In 1890 James went back to London in order to set up an office to import the Horlicks product to the UK. In 1906 he selected Slough, west of London, to set up a new Horlicks factory. James Horlick was made a baronet in 1914. During World War One his nutitional drink proved popular in England and overseas. Sir James Horlick died at St Martins, London, on 7th May 1921. He was 77 years old. Probate shows he left effects valued at £450,481 5s. 5d. (The picture right was from Vanity Fair magazine).

William Horlick (1846-1936) was born at Ruardean, in the Forest of Dean, in 1846. His father James Horlick was a sadler. William entered an apprenticeship to also be a sadler. When at home in Ruardean William assisted his brother James and their father, experimenting with granualted wheat and barley. (picture below).

William emigrated to the USA in 1869. Then, in 1872, joined by his brother James, they began their food manufacturing business. The Horlick Food Company was founded in 1875 and they moved to Racine, Wisconsin the next year. The product was called Horlicks Malted Milk. The company opened branches in New York in 1889 and, as mentioned, in England. Following his brother's death in 1921, William became Company President.

William (picture right) donated significant amounts of money to local projects such as a maternity ward at the hospital, land for a High School to be built and the Horlick Athletic Field. He also financed expeditions to Antartica and the North Pole. The Horlick Mountains in the Antartic are named after him. William died in 1936 leaving his wife Arabella and their two children.