The partnership marks Melody’s entry into the ice cream category as both companies look to leverage brand equity and tap new consumption occasions
Vadilal Industries has partnered with Parle Products to launch Melody Ice Cream, marking the confectionery brand’s entry into the ice cream segment thrParleugh a trademark licensing agreement.
The move expands Melody beyond its traditional candy portfolio and reflects a growing trend of brand extensions in India’s fast-moving consumer goods (FMCG) sector, where companies are leveraging established brands to enter new categories and consumption occasions.
The new product draws on Melody’s signature caramel and chocolate flavour profile and is aimed at consumers seeking familiar brands in new formats.
Vadilal Industries Chief Executive Officer Himanshu Kanwar said the partnership brings together two legacy consumer brands and aligns with the company’s strategy of combining strong brand equity with evolving consumer preferences. He added that the company sees significant potential in collaborations that create new offerings while building on consumers’ emotional connection with established brands.
Parle Products Chief Marketing Officer Mayank Shah said the partnership allows the company to expand Melody into a new category while retaining the characteristics that have made the brand popular among consumers over the years. He said the company expects the collaboration to create new consumption occasions for the brand.
To support the launch, the companies have rolled out a marketing campaign across digital and social media platforms, creator partnerships and on-ground activations.
Melody Ice Cream is currently available at Vadilal parlours and will be introduced in phases across retail outlets, modern trade stores and quick-commerce platforms.
