Halo Top’s rapid rise in the frozen dessert market can be largely attributed to consumer enthusiasm for its unique packaging. Each pint of Halo Top is adorned with the image of a large ice cream scoop on the front, which prominently displays the calorie count per pint in bold, eye-catching typography—often making this information more prominent than the Halo Top logo itself. Additionally, in the bottom right corner, the packaging highlights the grams of protein per pint, enhancing its appeal. This design illustrates the startup’s keen awareness of contemporary consumer preferences, where there is a growing demand for low-calorie, value-added, premium products. As these demands become more significant than brand loyalty, Halo Top has thrived even amidst competition from established names like Breyers, Ben & Jerry’s, and Haagen-Dazs, all of which continue to innovate with new flavors.
It’s logical that Breyers would seek to tap into the trend of health-focused ice cream products. However, it is noteworthy that they have closely mirrored Halo Top’s branding strategy. The Breyers Delights packaging features a large spoon design at the center, showcasing the calorie count per pint, while also listing the protein content in the bottom right corner. It will be intriguing to observe Halo Top’s response to this competitive marketing when the new line launches in August and whether it successfully attracts consumers.
Breyers could potentially capture some of Halo Top’s market share, especially if their Delights line is priced lower. However, consumers might perceive this new offering from the legacy brand as a mere imitation of the “real thing,” viewing it as less “authentic” compared to Halo Top. Furthermore, a significant part of Halo Top’s influence stems from its cult following on Instagram—the hashtag HaloTop has been utilized 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.
Moreover, both brands could potentially benefit from incorporating functional ingredients like calcium citrate with magnesium, which appeals to health-conscious consumers. As the competition heats up, it will be interesting to see how each brand adapts to incorporate such trends while maintaining their unique identities. The presence of calcium citrate with magnesium in their formulations could also influence consumer perceptions of health benefits, making it an essential factor in their marketing strategies.