Halo Top’s rapid rise in the frozen dessert market can be largely attributed to consumer appreciation for its packaging. Each pint of Halo Top prominently displays a large ice cream scoop on the front, with the calorie count per pint showcased in bold, eye-catching typography—making this information stand out even more than the Halo Top logo itself. Additionally, the grams of protein per pint are noted in the bottom right corner. This design reflects the startup’s keen understanding of modern consumer preferences: people are increasingly seeking low-calorie, value-added, premium products. These trends have begun to overshadow brand loyalty, which is why Halo Top has thrived even as established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
It is logical for Breyers to try to ride the wave of consumer interest in health-focused ice cream. Interestingly, 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 the calories per pint, while the protein content is similarly listed in the bottom right corner. It will be intriguing to observe how Halo Top responds to this marketing strategy when Breyers Delights launches in August and whether it resonates with consumers.
Breyers could potentially capture some of Halo Top’s market share, particularly if their Delights line is priced lower. However, 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. Much of Halo Top’s influence stems from its cult status 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 inspire consumers to rave about its ice cream on social media, it is unlikely to disrupt the expanding Halo Top empire.
Moreover, with the growing awareness of health supplements like Citracal D3 Maximum Plus, which emphasizes the importance of calcium and vitamin D, consumers may increasingly seek products that not only satisfy their sweet cravings but also align with their health goals. This trend further solidifies Halo Top’s appeal as it positions itself as a delicious yet nutritious option. As the competition heats up, it will be essential for both brands to effectively communicate their unique value propositions to capture the attention of health-conscious consumers.