Mumbai, October 22, 2026: Parle Products has partnered with oral care brand Perfora to launch a Mango Bite-flavoured toothpaste, introducing the taste of its iconic candy to the oral care segment. The collaboration aims to blend nostalgia with innovation by offering consumers a new way to experience the familiar flavour of Mango Bite.
Mango Bite, first introduced in 1989, has been a popular confectionery among generations of Indian consumers. The new toothpaste, developed under the theme ‘Nostalgia, Now Foaming!’, is designed to appeal to both Gen Z and millennials, as well as those who have grown up with the brand.
Limited-period offer includes Mango Bite candies
As part of a limited-period introductory offer, each pack of the Mango Bite-flavoured toothpaste will include a tin of Mango Bite candies. The initiative is intended to reconnect consumers with childhood memories while introducing a playful element to daily brushing routines.
Comments from Parle and Perfora leadership
Mayank Shah, Vice President of Parle Products, said the collaboration with Perfora is part of the company’s strategy to keep its brands relevant by exploring new formats and partnerships. “Mango Bite has been one of our most loved confectionery brands for over three decades, building a strong emotional connection with consumers across generations. Our collaboration with Perfora is a reflection of this approach, bringing together Mango Bite’s strong brand recall and Perfora’s innovative approach to oral care,” Shah said.
Jatan Bawa, Founder of Perfora, said the company aims to make oral care more enjoyable through unique flavours and experiences. “Mango Bite is a flavour that so many of us associate with our childhood, and bringing that familiarity into a toothpaste felt like a natural fit. Through this collaboration with Parle, we wanted to create something that feels nostalgic yet new, making brushing a little more fun for consumers,” Bawa said.
Brand and campaign details
The campaign involves Parle Products Private Limited as the client, with Mayank Shah as Chief Marketing Officer, Nivesh Gupta as Category Manager, and Rahul Ramteke as Deputy Brand Manager. The product is available for a limited time as part of the introductory offer.
Parle Products, established in 1929, is a major Indian manufacturer of biscuits, snacks, and confectionery, and is known for brands such as Parle-G and Mango Bite.
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