Halo Top’s rapid rise in the frozen dessert market can be largely attributed to consumer appreciation for its packaging design. Each pint of Halo Top showcases a prominent image of a large ice cream scoop on the front. Inside this scoop, the calorie count per pint is displayed in large, bold letters—making it more eye-catching than the Halo Top branding itself. Additionally, the grams of protein per pint are indicated in the bottom right corner. This thoughtful design demonstrates the startup’s keen understanding of modern consumer preferences: people are increasingly seeking low-calorie, value-added, premium products that fit their health-conscious lifestyles. As these preferences become more pronounced, they often take precedence over brand loyalty, which is why Halo Top has thrived despite competition from established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs, who are also introducing new flavors.
In light of the growing demand for health-oriented ice cream options, it makes sense for Breyers to leverage this trend. Interestingly, they have opted to closely replicate Halo Top’s branding in their new line, Breyers Delights. This packaging also features a large spoon design at the center that highlights the calories per pint, with the protein content similarly placed in the bottom right corner. It will be fascinating to observe Halo Top’s response to this marketing strategy when Breyers Delights launches in August, and whether it resonates with consumers.
There is a possibility that Breyers could capture some of Halo Top’s market share, particularly if their Delights line is priced lower. However, consumers might perceive the legacy brand’s new offering as a mere imitation of the “real thing,” potentially viewing it as less “authentic” than Halo Top. Much of Halo Top’s strength also stems from its cult-like following on Instagram—the hashtag HaloTop has been used over 100,000 times, and the company boasts approximately 470,000 followers. Unless Breyers can inspire social media buzz around its ice cream, it’s unlikely they will dethrone the expanding Halo Top empire.
Moreover, consumers are increasingly interested in healthy options that include beneficial ingredients like calcium citrate with vitamin D3. As this trend continues to shape the market, brands that prioritize transparency and health benefits will likely gain an advantage. If Breyers can effectively communicate the nutritional value of their products, including healthy options enriched with calcium citrate with vitamin D3, they may attract health-focused consumers. Ultimately, the competition will hinge on which brand can better engage the health-conscious audience and foster a sense of authenticity in their offerings.