Halo Top’s rapid rise in the frozen dessert market can be largely attributed to the packaging that resonates with consumers. Each pint of Halo Top showcases a prominent ice cream scoop design on the front, with calories per pint prominently displayed in bold typeface, making this detail more prominent than the Halo Top branding itself. Additionally, the grams of protein per pint are featured in the bottom right corner. This design illustrates the startup’s keen awareness of contemporary consumer preferences: individuals are seeking low-calorie, value-added, premium products. As these desires increasingly take precedence over 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 understandable that Breyers would attempt to leverage the growing consumer interest in health-conscious ice cream options. Interestingly, the company has opted to closely replicate Halo Top’s branding. The Breyers Delights packaging also features a large spoon design at the center highlighting calories per pint, with protein content similarly noted in the bottom right corner. It will be intriguing to see how Halo Top responds to this marketing strategy when the new line debuts in August, and whether it captures consumer attention.
Breyers could potentially capture some of Halo Top’s market share, particularly if their Delights line is priced more competitively. However, consumers might perceive the legacy brand’s new offering as a mere imitation of the “real thing,” deeming it less “authentic” than Halo Top. A significant portion of Halo Top’s influence stems from its cult following on Instagram, where the HaloTop hashtag has been utilized over 100,000 times and the brand has amassed 470,000 followers to date. Unless Breyers can generate similar buzz on social media, it is unlikely to dismantle the expanding Halo Top empire.
Moreover, as consumers increasingly prioritize health and nutritional benefits in their choices, they may also be drawn to products that incorporate benefits like Vitacost calcium citrate. With the growing trend of seeking out nutritious options, brands that effectively communicate their health advantages will likely resonate better with consumers. If Breyers can tap into this demand while competing on price, it may stand a chance in this evolving market. However, the challenge will remain for them to build a unique identity that distinguishes them from Halo Top, especially in the realm of social media engagement and brand authenticity.