Ice-cream maker Vadilal Industries Ltd. and biscuits-maker Parle Products Pvt. Ltd. on Tuesday announced a new trademark licensing partnership to launch Vadilal Hide & Seek Ice Cream. The players said this will enable them to tap into new consumption ocassions.
“The collaboration combines Vadilal’s expertise in ice cream manufacturing, distribution and cold-chain infrastructure with Parle’s strong brand equity and consumer recall in biscuits, creating a new consumption occasion for one of India’s most recognisable snack brands,” an official statement said.
Ravi Makhwana, Chief Marketing Office, Vadilal said, “Hide & Seek is a brand with tremendous emotional resonance and an unmistakable taste profile. Bringing it into ice cream is an exciting opportunity to combine that nostalgia with a format that consumers love. Our partnership with Parle brings together two trusted Indian brands and our respective strengths to create an experience that is both familiar and new.”
“Hide & Seek has always been about the excitement of finding that chocolate chip in every bite. This partnership allows us to take that familiar experience beyond the biscuit aisle and into a completely new format.“With Vadilal’s ice cream expertise, we are bringing the taste and personality of Hide & Seek to a new consumption occasion, while staying true to what consumers love about the brand,” said Mayank Shah, Chief Marketing Officer, Parle Products Pvt. Ltd.
The launch is supported by a nationwide integrated marketing campaign titled ‘Jodi Aisi Ki Nazar Na Lage.’ The product will be available in tubs and cones across Vadilal parlours, retail, modern trade and quick-commerce platforms.
Published on September 29, 2026
