Halo Top’s rapid rise in the frozen dessert market can be largely attributed to consumers’ affection for its packaging. Each pint of Halo Top showcases a prominent ice cream scoop design on the front, with the calories per pint boldly displayed inside the scoop, making this information even more prominent than the actual Halo Top branding. Additionally, the packaging highlights the grams of protein per pint in the bottom right corner. This design underscores the startup’s keen insight into modern consumer preferences: individuals are increasingly seeking low-calorie, value-added, premium products. As these preferences take precedence over brand loyalty, Halo Top has flourished even as major ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to launch new flavors.
It is logical for Breyers to try to tap into the growing consumer enthusiasm for health-focused ice cream options. However, it is intriguing that the company has opted to closely imitate Halo Top’s branding. The Breyers Delights packaging also features a large spoon design at the center, showcasing the calories per pint, while the protein content is similarly listed in the bottom right corner. It will be fascinating to observe how Halo Top responds to this marketing strategy when Breyers Delights launches in August, and whether it resonates with consumers.
Breyers could potentially capture some of Halo Top’s market share, particularly if their Delights line is priced lower. 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 part of Halo Top’s appeal also arises 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 generate a similar social media buzz around its ice cream, it is unlikely to dismantle the burgeoning Halo Top empire.
Moreover, as consumers increasingly prioritize health-conscious options, including items like calcium chews for bariatric patients, the demand for innovative products that cater to specific dietary needs will only grow. This trend further emphasizes the importance of authenticity in branding, as consumers look for products they can trust to meet their health requirements. In this evolving landscape, consumer loyalty may hinge on a brand’s ability to align with their health goals, making it essential for both Halo Top and Breyers to strategically navigate this competitive market. The integration of health-oriented products, such as calcium chews for bariatric patients, could play a pivotal role in shaping future consumer preferences as well.