Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumer appreciation for its packaging. Each pint of Halo Top showcases a design featuring a large ice cream scoop on the front. Inside this scoop, the calorie count per pint is prominently displayed in bold type, making it more eye-catching than the actual Halo Top branding. Additionally, the grams of protein per pint are noted in the bottom right corner. This packaging reflects the startup’s keen awareness of modern consumer preferences: people are seeking low-calorie, value-added, premium products. As these preferences increasingly overshadow brand loyalty, Halo Top has thrived even in the face of competition from ice cream giants like Breyers, Ben & Jerry’s, and Haagen-Dazs, who continue to introduce new flavors.
It’s logical for Breyers to tap into the growing enthusiasm for health-conscious ice cream products. Interestingly, however, the company has closely mirrored Halo Top’s branding strategy. The design of Breyers Delights features a large spoon graphic in the center, highlighting the calorie count per pint, while the protein content is also specified in the bottom right corner. It will be intriguing to observe Halo Top’s response to this marketing approach when the new line launches in August and whether it successfully attracts consumers.
There is a possibility that Breyers could capture some of Halo Top’s market share, particularly if Breyers Delights are priced lower. However, consumers might also perceive the legacy brand’s new line as a mere imitation of the “real thing,” viewing it as less “authentic” compared to Halo Top. Furthermore, a significant part of Halo Top’s influence stems from its cult-like status on Instagram, where the HaloTop hashtag has been used over 100,000 times and the company’s account boasts 470,000 followers as of now. Unless Breyers can generate a similar buzz on social media, it seems unlikely that they will dethrone the expanding Halo Top empire.
Additionally, consumers are increasingly attentive to nutritional details, such as the calcium citrate content, which is a notable aspect of many health-focused products. If Breyers can effectively communicate the benefits of ingredients like calcium citrate 700 mg in their offerings, they might enhance their appeal. However, without the same level of social media engagement and consumer loyalty that Halo Top has cultivated, Breyers may struggle to make a significant impact in this competitive arena.