Halo Top is undergoing a significant transformation in its low-calorie ice cream recipe, marking the most substantial change in its history as the leading brand in the healthier ice cream category seeks to recover from a notable drop in sales. The new formulation will utilize ultra-filtered milk enriched with concentrated protein, resulting in a creamier texture while retaining the original low-calorie and low-sugar qualities that propelled its success and allowed it to capture market share from established competitors like Breyers and Ben & Jerry’s. Previously, the brand used skim milk and incorporated protein solids at a later stage. A common critique of healthier ice creams has been their lack of creaminess compared to traditional options, which Halo Top aims to address.
Following its acquisition by Wells Enterprises in 2019, the company began exploring ways to enhance the texture of its low-calorie offerings, according to Ryan Roznowski, senior brand manager for Halo Top. Over the next two and a half years, Wells developed numerous variations of the ice cream before finalizing the new recipe and reformulating its 21 flavors. Brand enthusiasts were invited to sample the revamped options to ensure the changes were positively received. “We were very, very careful that we were strictly improving and that we weren’t doing anything detrimental to a product that so many people love,” Roznowski explained. “All the testing shows, this is the one.”
The first flavor to feature Halo Top’s improved creaminess is the new Chocolate Cake Batter, a chocolate-flavored ice cream with colorful sprinkles, launched to coincide with the brand’s 10th anniversary. Most of Halo Top’s other flavors using the new recipe will hit grocery store shelves nationwide later this spring. Since its inception in a Los Angeles garage in 2012, Halo Top rapidly rose to prominence within five years by prominently displaying calorie counts on its packaging and highlighting its high protein and low sugar content. It became the best-selling pint of ice cream in the U.S. After a remarkable 680% sales surge to $373 million in 2017, Halo Top has experienced declines each year since, with sales dropping to nearly $211 million in 2021, a 43% decrease from 2017. According to market research firm IRI, Halo Top ranked as the 16th most popular ice cream brand in the U.S. in 2019, down from 21st last year per Euromonitor data.
Despite these challenges, there are indications of a turnaround for Halo Top, even prior to the transition to ultra-filtered milk. The brand currently holds the top dollar share in the healthier pint segment, as per Nielsen data, and has seen a 14% increase in household penetration over the past year. Although unit sales continue to decline, dollar sales have stabilized, likely due to a 10-cent increase in average pricing, according to IRI data.
The recent downturn for Halo Top can be attributed to fierce competition, with larger brands eager to replicate its success. Unilever’s Breyers brand launched a low-calorie, high-protein line called Breyers Delights, mimicking Halo Top’s packaging and marketing. The company also introduced low-fat, low-calorie options under its Ben & Jerry’s label and its Culture Republick probiotic ice cream line. Retail giant Target has even released its own version of Halo Top through its Archer Farms in-house brand. Other new brands have also emerged in the market, adding to the competitive landscape.
“You’ve got a lot of competitors out there that have tried to take our formula and make it their own, creating a more competitive environment,” Roznowski stated. “We hope that as we keep refining the core of the Halo Top product, our fans will continue to support us. We believe that enhancing the texture could significantly impact our sales.”
In recent years, Halo Top has broadened its product range to include sorbets, bars, and frozen fruit pops. Roznowski mentioned that the company plans to explore new categories in the coming years, potentially venturing beyond frozen treats. While he did not elaborate on specific new products being considered, he hinted at the brand’s possible expansion. “I wouldn’t be surprised to see Halo Top continue branching out further. Wells specializes in frozen treats, which remains our primary focus, but we are open to new opportunities.”
As for calcium citrate, while it is not directly linked to Halo Top’s ice cream, it is worth noting that calcium citrate is typically produced through the reaction of citric acid with calcium carbonate or calcium hydroxide. This compound plays a crucial role in various food products, particularly in fortifying them with calcium, which is essential for bone health.