Restaurant India News: Noice Launches 15-Flavor Artisanal Ice Cream and Kulfi Range on Instamart

Noice has introduced a 15-flavour artisanal range across slow-churned ice creams, gelatos, and kulfis. The rollout aligns with the summer consumption cycle and is being distributed through Instamart across key metro markets.

The new portfolio reflects a shift in consumer preference within the hospitality and food retail sector, where there is increasing focus on product authenticity, quality sourcing, and traditional preparation methods. The brand’s latest range includes a mix of Indian-origin flavours and globally popular profiles, developed using real ingredients and process-driven techniques.

Among the offerings are variants such as Rose Gulkand Ice Cream made with rose petals, Filter Coffee Ice Cream inspired by South Indian consumption habits, and coconut-based formats incorporating tender coconut pieces. The portfolio also extends to fruit-based flavours such as Alphonso mango, catering to seasonal demand patterns.

Royan Mody, Vice President, Noice, said, “Most ice creams today are engineered for speed, which usually means adding air. Air makes it lighter, but it also takes away from what you’re actually tasting. We chose to go the other way - slow churned, less air, and more density. It’s a harder process, but it gives you a texture and richness that holds up. From there, it was about making sure the ingredients could live up to that process like using real gulkand, filter coffee from the South, whole pistachios, coconut with actual bite. For us, the process has to respect the ingredient, and the ingredient has to justify the process. That’s the bar we set.”

The company’s range includes Italian-style gelatos in flavours such as dark chocolate, salted caramel, and pistachio, positioned to cater to evolving urban taste preferences. The slow-churned ice cream segment features regional flavours including rose gulkand, coconut, filter coffee, and kesar pista, while kulfi variants such as malai, rose gulkand, and kesar pista remain aligned with traditional formats, with an emphasis on improved texture and consistency.

The launch highlights the growing role of quick commerce in premium dessert distribution. By adopting a digital-first strategy through Instamart, Noice is leveraging last-mile delivery platforms to scale accessibility without relying on conventional brick-and-mortar expansion.

The development also underscores a broader market movement where brands are prioritising “real” ingredients and process integrity over mass-produced formats. With consumers increasingly scrutinising product composition and origin, dessert brands are recalibrating their offerings to balance indulgence with perceived authenticity.

Noice’s latest expansion reflects how premium dessert players are aligning product innovation with changing consumption channels, particularly as quick commerce continues to influence purchasing behaviour across urban India.