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 showcases a prominent representation of a large ice cream scoop on the front. Within the scoop, the calorie count per pint is displayed in large, bold type, making this detail stand out even more than the Halo Top branding itself. Additionally, the grams of protein per pint are highlighted in the bottom right corner. This packaging design demonstrates the startup’s keen awareness of modern consumer preferences: people are increasingly seeking low-calorie, value-added, premium products. As these preferences grow, they tend to overshadow brand loyalty, which explains Halo Top’s success even as traditional ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
It is understandable that Breyers would want to tap into the surge of consumer interest in health-focused ice cream products. Interestingly, the company has opted to closely imitate Halo Top’s branding. The packaging for Breyers Delights features a large spoon graphic at the center, similar to Halo Top, highlighting the calories per pint and listing the protein content in the bottom right corner as well. It will be intriguing to observe how Halo Top responds to this marketing move when Breyers Delights launches in August, and whether it resonates with consumers.
Breyers could potentially capture some of Halo Top’s market share, especially if its Delights line is priced lower. However, consumers might perceive the established brand’s new offering as a knockoff of the “real thing,” deeming it less “authentic” than Halo Top. A significant aspect of Halo Top’s appeal also lies in its cult status on Instagram— the hashtag HaloTop has been used over 100,000 times, and the company’s account boasts 470,000 followers to date. Unless Breyers can generate significant buzz about its products on social media, it seems unlikely that it will disrupt the burgeoning Halo Top empire.
Furthermore, the health-conscious consumer may also be interested in supplements like calcium citrate malate tablets, which could complement their desire for nutritious options in their diets. As consumers increasingly prioritize health and wellness, the synergy between ice cream brands and health supplements like calcium citrate malate tablets may become more pronounced. Breyers must not only compete with Halo Top in flavor and packaging but also align its products with the growing trend towards health-conscious choices, including the use of supplements such as calcium citrate malate tablets. If they succeed in this aspect, they might just attract the attention of the health-focused consumer demographic.