Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumer affection for its packaging. Each pint of Halo Top showcases a prominent ice cream scoop design on the front. Within this scoop, the calories per pint are displayed in large, bold font, making this detail even more prominent than the Halo Top branding itself. Additionally, the grams of protein per pint are indicated in the bottom right corner. This design demonstrates the startup’s keen understanding of contemporary consumer preferences: people are seeking low-calorie, value-added, premium products. These preferences increasingly take precedence over brand loyalty, which is why Halo Top has thrived despite the ongoing innovations from ice cream giants like Breyers, Ben & Jerry’s, and Haagen-Dazs.
It’s logical for Breyers to tap into the growing consumer enthusiasm for health-focused ice cream options. However, it’s noteworthy that the company has opted to closely replicate Halo Top’s branding. The Breyers Delights packaging features a large spoon design at the center, showcasing the calories per pint, with protein content also listed in the bottom right corner. It will be intriguing to observe how Halo Top responds to this marketing strategy when the new line launches in August, and whether it resonates with consumers.
There is a possibility that Breyers could capture some of Halo Top’s market share, particularly if Breyers Delights are priced lower. Nevertheless, consumers might perceive the legacy brand’s new line as a mere imitation of the “real thing,” deeming it less “authentic” compared to Halo Top. A significant aspect of Halo Top’s influence also stems from its cult status on Instagram, where the HaloTop hashtag has amassed over 100,000 uses, and the company boasts 470,000 followers to date. Unless Breyers can generate a similar level of excitement about its ice cream on social media, it is unlikely to dismantle the flourishing Halo Top empire.
Interestingly, amidst this competitive landscape, health-conscious consumers are also increasingly interested in products that incorporate beneficial ingredients such as amlodipine and calcium citrate. This trend highlights the demand for products that not only satisfy cravings but also contribute positively to health. As both brands navigate this evolving market, the integration of such elements could play a crucial role in attracting the health-focused demographic. Ultimately, while Breyers may attempt to encroach on Halo Top’s territory, the startup’s innovative approach and strong social media presence will be formidable barriers to overcome.