Vadilal Industries and Parle Products have partnered to bring the popular Hide & Seek chocolate-chip and cookie experience into the ice cream category.
Vadilal Industries and Parle Products have entered into a trademark licensing partnership to launch Vadilal Hide & Seek Ice Cream, extending the familiar biscuit brand into the frozen dessert category. The collaboration combines Vadilal’s ice cream manufacturing, distribution and cold-chain capabilities with Parle’s established Hide & Seek brand presence.
The new product brings together chocolate chips, cookie crunch and creamy ice cream, translating Hide & Seek’s established taste profile into a new format. The launch is part of the companies’ strategy to create a new consumption occasion around the biscuit brand while retaining its recognisable chocolate-chip identity.
Vadilal Hide & Seek Ice Cream was launched on September 25, 2026, and is being made available through Vadilal parlours, retail stores, supermarkets, modern trade outlets and quick-commerce platforms. The product is offered in both tubs and cones.
The partnership brings together two established Indian food brands with complementary capabilities. Vadilal contributes its experience in ice cream production, distribution and cold-chain infrastructure, while Parle extends the reach of the Hide & Seek brand into another food category.
The launch is supported by a nationwide integrated marketing campaign titled “Jodi Aisi Ki Nazar Na Lage.” The campaign uses the familiar evil-eye expression to highlight the combination of Vadilal ice cream and Parle Hide & Seek. A digital video commercial features the new combination of cookie, chocolate chips and ice cream.
The product extension follows an earlier Vadilal-Parle collaboration involving Melody Ice Cream, launched in June 2026. That partnership similarly used trademark licensing to bring a well-known Parle brand into a new frozen format.
For the Indian food and ice cream industry, the latest launch illustrates how established brands are using licensing partnerships and product extensions to enter new consumption categories. The collaboration also creates another route for familiar packaged-food brands to reach consumers through modern retail and quick-commerce channels.
Vadilal Hide & Seek Ice Cream is now entering the market across multiple retail and digital distribution channels, giving consumers an alternative way to experience the familiar Hide & Seek chocolate-chip and cookie combination.