Halo Top’s rapid rise to prominence in the frozen dessert market has been significantly driven by consumer appreciation for its unique packaging. Each pint of Halo Top showcases a large ice cream scoop design on the front, with the calories per pint prominently displayed in bold lettering inside the scoop, making this information stand out even more than the brand’s name itself. Additionally, the bottom right corner highlights the grams of protein per pint. This packaging approach demonstrates the startup’s keen awareness of modern consumers’ preferences: they seek low-calorie, value-added, premium products. As these preferences increasingly overshadow brand loyalty, Halo Top has thrived, even as traditional ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
It is logical for Breyers to attempt to tap into the growing consumer interest in health-focused ice cream products. However, it is noteworthy that the company has opted to closely imitate Halo Top’s branding. Breyers Delights features a similar large spoon design prominently displaying calories per pint, with 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 Breyers line launches in August, and whether it resonates with consumers.
There is a chance that Breyers could capture some of Halo Top’s market share, especially if their Delights are priced lower. However, consumers might perceive the new line from the legacy brand as a mere imitation of the “real thing,” potentially viewing it as less “authentic” compared to Halo Top. Much of Halo Top’s influence stems from its cult following on Instagram, where the hashtag HaloTop has been used over 100,000 times, and the company’s account boasts 470,000 followers as of now. Unless Breyers can generate a similar buzz on social media about its ice cream, it is unlikely to dethrone the expanding Halo Top empire.
As for consumers looking to enhance their health, many are curious about calcium citrate and how to take it effectively. In this context, Halo Top’s focus on protein and lower calories becomes particularly appealing, aligning with health-conscious trends. If Breyers can leverage a similar narrative while promoting its new line, it may stand a better chance of competing. Ultimately, the ongoing battle in the frozen dessert aisle will hinge on brand authenticity and consumer engagement, particularly in the realm of social media.