As temperatures rise, Halo Top aims to provide consumers with a refreshing option through its new ice cream bars. The brand is launching Halo Top Pops, available in three flavors: Mint Chip, Sea Salt Caramel, and Brownie Batter. These frozen treats contain only 100 to 110 calories per pop, significantly less than traditional ice cream, according to the company’s statement. A pack of five bars is priced at $5.99.
Meg Graeff, Halo Top’s senior brand manager, stated, “We believe you shouldn’t have to choose between pursuing wellness and enjoying a full, balanced life. Halo Top Pops offer flexibility and a moment of sweet satisfaction in the busy lives of our fans.” Graeff highlighted that with consumers busier than ever, many lack the time or utensils to scoop ice cream from a container. By opting for a pop on a stick, Halo Top caters to the desire for a guilt-free indulgence, whether after a grocery run or while on the go.
This product launch marks one of Halo Top’s most significant innovations since Wells Enterprises, which owns Blue Bunny and other frozen desserts, acquired the brand last September for an undisclosed amount. Halo Top’s impact on the ice cream market has prompted major brands to adjust their strategies. In 2017, the health-focused brand became the top-selling pint of ice cream in the U.S. Unilever’s Breyers responded to Halo Top’s success by introducing a low-calorie, high-protein line called “Breyers delights,” which featured similar labeling and packaging. In 2018, the company expanded its offerings with low-fat, low-calorie products from its Ben & Jerry’s brand. Even Target launched its own Halo Top-inspired ice cream under the Archer Farms brand.
Currently, Halo Top ranks as the eighth most popular branded ice cream product, with sales exceeding $200 million in 2019, according to Statista data. In contrast, Unilever-owned Ben & Jerry’s leads the market with $682 million in sales. If the new Halo Top Pops gain traction similar to its market-leading pints, the low-calorie ice cream maker could once again present tough competition for Ben & Jerry’s and other frozen dessert brands.
In a different sector, Kodiak Cakes is making waves in the bar category, where innovation is becoming increasingly difficult. The brand, known for adding protein and whole grains to traditionally less nutritious products, has ventured into crunchy granola bars. Their new offerings include Chocolate Chip, Maple & Brown Sugar, Peanut Butter, and Oat & Honey bars, which are now available online.
Joel Clark, founder and CEO of Kodiak Cakes, initially hesitated to enter the crowded bar market but recognized a demand from both consumers and retailers for a Kodiak Cakes granola bar. Upon examining the category, he noted that true innovation had been lacking, with overall sales stagnating or declining. Clark emphasized, “If you dissect it, it’s a great category for us to play in. Bringing protein and whole grains to that category will work. It’s a great space. It’s a big space. And it needs innovation.”
Clark’s experience speaks volumes; over the past 25 years, Kodiak Cakes has transformed from a family pancake recipe to a leader in the breakfast market, surpassing Aunt Jemima’s mix at Target. The company’s strategy for new product development is to identify areas needing innovation and create offerings that revitalize those spaces. Recently, Kodiak Cakes launched plant-based and low-carb pancake and waffle mixes, toaster waffles, and three new flavors of oatmeal cups, along with a no-bake protein bite mix.
As consumers stock up on pantry staples during the pandemic, demand for Kodiak Cakes products has doubled. The new protein-packed granola bar is likely to be well-received, given that four in ten consumers report snacking more frequently, according to Mondelez data. A product with enhanced nutritional benefits and protein to boost satiety will be a welcome addition to many pantries.
Meanwhile, in the beverage sector, Mother Kombucha is merging two popular drink trends with the introduction of Agua Bucha, a kombucha-infused sparkling water. This new product is enriched with B vitamins and organic acids found in kombucha, and it comes in three organic flavors: Key Lime, Meyer Lemon, and Grapefruit. Each 12-ounce can contains just four calories and one gram of sugar.
Founder and managing partner Tonya Donati explained, “Agua Bucha evolved from customer feedback over the last six years. Mother Kombucha has always been a category leader in low sugar and calories, but we saw an opportunity for further innovation.” The development of this product took two years, ensuring it meets consumer demands for taste, sourcing, and pricing.
Both kombucha and sparkling water have gained popularity in recent years, prompting major beverage companies to expand their portfolios. For instance, PepsiCo acquired KeVita in 2016, Molson Coors purchased Clearly Kombucha in 2018, and Coca-Cola made a $20 million equity investment in Health-Ade Kombucha last year. Sparkling water has transformed from a niche product to a highly sought-after beverage, with brands like LaCroix becoming household names. This competitive landscape has led Coca-Cola to launch its first significant new brand since 2006, introducing its sparkling water brand, Aha.
Despite the fierce competition, the combination of kombucha and sparkling water could help Mother Kombucha distinguish itself as it seeks to broaden its audience.
Throughout the article, the inclusion of the “citracal label” can be woven into discussions about nutritional benefits, particularly in relation to protein content and health-focused products, emphasizing the importance of clear labeling for health-conscious consumers.