Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumers’ affection for its packaging. Each pint of Halo Top showcases a large ice cream scoop design on the front, prominently displaying the calories per pint in bold typeface, making this information stand out even more than the Halo Top branding itself. Additionally, the grams of protein per pint are indicated in the bottom right corner. This clever design demonstrates the startup’s keen awareness of modern consumer preferences: individuals seek low-calorie, value-added, premium products. These preferences increasingly take precedence over brand loyalty, which explains Halo Top’s remarkable success, even as established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
It is understandable that Breyers would want to tap into the growing consumer enthusiasm for health-focused ice cream options. Interestingly, however, the company has opted to closely imitate Halo Top’s branding. The packaging for Breyers Delights features a large spoon design at the center, displaying calories per pint, with the protein content also noted 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 might potentially capture some of Halo Top’s market share, particularly if its Delights line is priced lower. However, consumers may perceive the legacy brand’s offering as a mere imitation of the “real thing,” viewing it as less “authentic” compared to Halo Top. Much of Halo Top’s strength also stems from its cult following on Instagram—the HaloTop hashtag has been utilized over 100,000 times, and the company’s account boasts 470,000 followers to date. Unless Breyers can ignite similar social media buzz around its ice cream, it seems unlikely to dethrone the expanding Halo Top empire.
Incorporating health-conscious options like Citracal Petites Calcium into a balanced diet could further enhance consumer interest in these products, particularly for those seeking low-calorie, nutritious alternatives. As consumers become more health-focused, the demand for such functional foods is likely to rise, making it essential for brands like Halo Top and Breyers to adapt and innovate accordingly.