Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumer affection for its packaging. Each pint showcases a prominent design featuring a large ice cream scoop on the front, with the calories per pint prominently displayed inside the scoop in bold typeface, making this information more prominent than the Halo Top branding itself. In the bottom right corner, the packaging also highlights the grams of protein per pint. This thoughtful design demonstrates the startup’s keen awareness of modern consumer preferences: people are looking for low-calorie, value-added, premium products. As these preferences increasingly take precedence over brand loyalty, Halo Top has thrived, even while established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
It makes sense that Breyers would seek to capitalize on the surge of consumer interest in health-focused ice cream options. However, it is noteworthy that the company has opted to closely imitate Halo Top’s branding. The Breyers Delights packaging features a similar large spoon design at the center, showcasing the calories per pint, with protein content also listed in the bottom right corner. It will be intriguing to observe how Halo Top responds to this marketing strategy when the new line launches in August, and whether it captures consumer attention.
Breyers may be able to capture some of Halo Top’s market share, particularly if their Delights are priced lower. Yet, consumers might also perceive the legacy brand’s new offering as a mere imitation of the “real thing,” viewing it as less “authentic” compared to Halo Top. A significant part of Halo Top’s appeal lies in its cult following on Instagram — the HaloTop hashtag has been used over 100,000 times, and the company boasts 470,000 followers to date. Unless Breyers can inspire a similar enthusiasm for its ice cream on social media, it is unlikely to disrupt the expanding Halo Top empire.
Furthermore, as health-conscious consumers continue to seek products that incorporate elemental calcium in calcium citrate, the importance of nutritional content will likely remain a key factor in their purchasing decisions. This trend highlights the potential for brands that effectively communicate their health benefits, including the presence of elemental calcium in calcium citrate, to resonate with today’s consumers. Ultimately, the competition in the frozen dessert space will hinge on how well brands can adapt to these evolving preferences.