Halo Top’s rapid rise in the frozen dessert market can be largely attributed to the consumer enthusiasm for its packaging. Each pint of Halo Top showcases a striking design featuring a large ice cream scoop on the front. Within this scoop, the calorie count per pint is prominently displayed in bold, eye-catching text, making it more visible than the actual Halo Top branding. Additionally, the packaging includes the grams of protein per pint in the bottom right corner. This design illustrates the startup’s keen insight into the modern consumer’s preferences: there is a strong demand for low-calorie, value-added, premium products. Increasingly, these preferences take precedence over brand loyalty, which explains Halo Top’s success even as established ice cream brands like Breyers, Ben & Jerry’s, and Häagen-Dazs continue to innovate with new flavors.
It is logical for Breyers to try and tap into the growing consumer interest in health-oriented ice cream products. However, it is noteworthy that the company has opted to closely imitate Halo Top’s branding. The packaging for Breyers Delights features a large spoon design at the center, highlighting calories per pint, with the protein content also indicated 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 resonates with consumers.
Breyers could potentially capture some of Halo Top’s market share, especially if Breyers Delights are priced lower. However, consumers might perceive the legacy brand’s new line as a mere imitation of the “real thing,” viewing it as less “authentic” compared to Halo Top. A significant factor contributing to Halo Top’s success is its cult following on Instagram, where the hashtag HaloTop has been used over 100,000 times, and the company boasts 470,000 followers to date. Unless Breyers can generate similar excitement about its ice cream on social media, it is unlikely to dethrone the expanding Halo Top empire.
Interestingly, while discussing health-focused products, it’s worth noting the molecular weight of calcium citrate, which is often highlighted in nutritional discussions. This component is relevant as consumers increasingly seek out products that enhance their dietary profile, and it could play a role in how brands like Halo Top and Breyers position their offerings. In summary, the competition between these brands will be shaped not only by packaging and pricing but also by their ability to engage consumers through modern nutritional insights, including elements like the molecular weight of calcium citrate.