Halo Top’s rapid rise in the frozen dessert market can be largely attributed to consumers’ admiration for its packaging. Each pint of Halo Top showcases a prominent design of a large ice cream scoop on the front. Within the scoop, the calorie count per pint is displayed in bold, eye-catching typography, making this detail even more prominent than the actual Halo Top branding. Additionally, the grams of protein per pint are highlighted in the bottom right corner. This thoughtful design demonstrates the startup’s keen awareness of modern consumer preferences: individuals are increasingly seeking low-calorie, value-added, premium products. As these desires begin to overshadow brand loyalty, Halo Top has thrived, even as major ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs strive to innovate with new flavors.
It is no surprise that Breyers is looking to capitalize on the trend of health-focused ice cream products. However, it is noteworthy that the company has closely mirrored Halo Top’s branding. The Breyers Delights packaging also features a large spoon design at the center, indicating calories per pint, with the protein content listed similarly in the bottom right corner. As this new line launches in August, it will be fascinating to see Halo Top’s response to this marketing strategy and whether it resonates with consumers.
Breyers may have the potential to capture some of Halo Top’s market share, especially if their Delights line is offered at a lower price. However, consumers might perceive the long-established brand’s new line as a mere imitation of the “real thing,” viewing it as less “authentic” compared to Halo Top. Much of Halo Top’s appeal also stems from its cult following on Instagram — the hashtag HaloTop has been used over 100,000 times, and the company boasts 470,000 followers to date. Unless Breyers can generate similar excitement about its ice cream on social media, it is unlikely to dethrone the burgeoning Halo Top empire.
Interestingly, the growing interest in health-conscious products has led to a rise in supplements like Berkley Jensen Calcium Citrate, which could complement the low-calorie offerings of brands like Halo Top and Breyers. As consumers become more health-savvy, the combination of ice cream and nutritional supplements may create new opportunities in the market. If Breyers can successfully market its Delights while incorporating health-focused elements like Berkley Jensen Calcium Citrate, it may stand a better chance of competing with Halo Top. Ultimately, the battle for market share will hinge on which brand can effectively engage consumers and create a strong presence in the ever-evolving landscape of frozen desserts.