Mumbai, October 22, 2026: Parle Products, India’s leading biscuit and confectionery manufacturer, has collaborated with new-age oral care brand Perfora to introduce a Mango Bite-flavoured toothpaste, bringing the much-loved taste of the iconic candy into an everyday oral care routine. Built around the thought ‘Nostalgia, Now Foaming!’, the collaboration offers a fresh take on a childhood favourite, inviting consumers to rediscover the familiar flavour of Mango Bite in an unexpected new format.
Since its launch in 1989, Mango Bite has been a part of childhood memories for generations of Indians. Known for its distinctive mango flavour, the candy has continued to hold a special place among consumers. With this collaboration, Parle and Perfora bring together nostalgia and innovation, transforming a flavour that consumers have grown up loving into a fun and refreshing brushing experience.
As part of a limited-period introductory offer, consumers will receive a tin of Mango Bite candies with every pack of the toothpaste, adding a nostalgic touch to the experience. The collaboration aims to reconnect Gen Z and millennials with a childhood favourite in a fun, new way.
Speaking about the collaboration, Mayank Shah, Vice President, Parle Products, said, “Mango Bite has been one of our most loved confectionery brands for over three decades, building a strong emotional connection with consumers across generations. As consumer preferences evolve, we see opportunities to keep our iconic brands relevant by exploring new formats and partnerships. 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. Through this association, we aim to strengthen Mango Bite’s connection with younger consumers while giving those who have grown up with the brand a fresh way to relive their childhood memories.”
Sharing thoughts on the collaboration, Jatan Bawa, Founder, Perfora, said, “At Perfora, we believe that oral care doesn’t have to feel like a routine task. We are constantly exploring ways to make everyday brushing more enjoyable through interesting 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.”
The collaboration reflects how established consumer brands can find new expressions through partnerships with emerging brands. By bringing Mango Bite’s familiar flavour into the oral care category, Parle continues to build on the candy’s enduring popularity while finding fresh ways to connect with younger audiences.
Product Link: https://perforacare.com/products/mango-bite-inspired-fluoride-toothpaste
Campaign Credits:
- Client – Parle Products Private Limited
- Brand – Mango Bite
- CMO – Mayank Shah
- Category Manager – Nivesh Gupta
- Deputy Brand Manager – Rahul Ramteke
About Parle:
Since 1929, Parle has grown to become India’s leading manufacturer of biscuits, snacks and confectionery. As the makers of the world’s largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and superior taste.
An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. It has made it a tradition to deliver both health and taste, with a value-for-money positioning that allows people from all classes and age groups to enjoy Parle products to the fullest.
