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 design featuring a large ice cream scoop on the front. Within the scoop, the calorie count per pint is displayed in large, bold type, making this information more prominent than the actual Halo Top branding. Additionally, the bottom right corner indicates the grams of protein per pint. This design demonstrates the startup’s keen awareness of contemporary consumer preferences: individuals are increasingly seeking low-calorie, value-added, premium products. These preferences often take precedence over specific brand loyalty, explaining Halo Top’s success even as established brands like Breyers, Ben & Jerry’s, and Haagen-Dazs innovate with new flavors.
It makes sense that Breyers would attempt to ride the wave of consumer enthusiasm for health-focused ice cream. However, it’s noteworthy that the company has opted to closely replicate Halo Top’s branding. The packaging for Breyers Delights also features a large spoon design at the center, displaying calories per pint, with the protein content similarly located in the bottom right corner. It will be intriguing to observe Halo Top’s response to this marketing strategy when Breyers Delights launches in August, and whether it resonates with consumers.
Breyers may potentially capture some of Halo Top’s market share, particularly if their Delights line is priced lower. However, consumers might also perceive the legacy brand’s new offering as a mere imitation of the “real thing,” considering it less “authentic” than Halo Top. Much of Halo Top’s influence stems from its cult following on Instagram— the HaloTop hashtag has been used over 100,000 times, and the company boasts 470,000 followers to date. Without a similar social media buzz, it seems unlikely that Breyers will be able to dethrone the expanding Halo Top empire.
Moreover, as consumers become more health-conscious, they are looking for products that not only taste good but also provide nutritional benefits, such as calcium citrate. This is where Halo Top excels, as its branding effectively communicates these advantages, including the presence of calcium citrate, which is often highlighted in their marketing. If Breyers wishes to compete, they will need to ensure that their products not only mimic Halo Top’s branding but also deliver on the nutritional front, possibly incorporating elements like calcium citrate into their messaging. Ultimately, unless Breyers can ignite a similar level of excitement about its ice cream on social media, it is unlikely to dethrone Halo Top’s burgeoning empire.