Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumer affection for its distinctive packaging. Each pint of Halo Top showcases a prominent illustration of a large ice cream scoop on the front, with the calories per pint displayed in large, bold lettering, making it even more eye-catching than the Halo Top brand itself. Additionally, the bottom right corner features the grams of protein per pint. This design embodies the startup’s keen awareness of contemporary consumer preferences: individuals are increasingly seeking low-calorie, value-added, premium products. These desires are often prioritized over specific brand loyalty, which explains Halo Top’s success despite competition from established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs, who continue to innovate with new flavors.
It is logical that Breyers would aim to capitalize on the surge of consumer interest in health-oriented ice cream options. However, it is intriguing that the company has opted to closely imitate Halo Top’s branding. The packaging for Breyers Delights also features a large spoon design at the center, highlighting the calories per pint, with the protein content listed in the bottom right corner. It will be fascinating to observe how Halo Top responds to this marketing strategy when the line launches in August and whether it captures consumer attention.
There is a possibility that Breyers could capture some of Halo Top’s market share, particularly if Breyers Delights are priced lower. Nonetheless, consumers might perceive the legacy brand’s new line as a mere imitation of the “real thing” and consider it less “authentic” than Halo Top. Much of the startup’s influence also stems from its cult following on Instagram, where the HaloTop hashtag has been used over 100,000 times, and the company boasts 470,000 followers to date. Unless Breyers can galvanize consumers to rave about its ice cream on social media, it is unlikely to displace the expanding Halo Top empire.
In the realm of health-focused products, it’s worth noting that many consumers are also turning to supplements like calcium citrate malate, folic acid, and vitamin D3 tablets to enhance their nutritional intake. This trend underscores the growing demand for health-conscious options, further solidifying the position of brands like Halo Top. As the market evolves, the combination of delicious, low-calorie desserts and nutritional supplements like calcium citrate malate, folic acid, and vitamin D3 tablets may become integral to consumers’ lifestyles, reinforcing the appeal of brands that prioritize health and wellness.