Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumers’ affinity for its packaging. Every pint of Halo Top showcases a prominent design of a large ice cream scoop on the front. Within this scoop, the calories per pint are boldly displayed in large type, making this information more prominent than the Halo Top branding itself. Additionally, the grams of protein per pint are indicated in the bottom right corner. This design illustrates the startup’s keen awareness of modern consumer preferences: individuals are seeking low-calorie, value-added, premium products. Increasingly, these preferences take precedence over brand loyalty, which explains Halo Top’s remarkable success even as major ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
It’s logical for Breyers to attempt to ride the wave of consumer enthusiasm for health-focused ice cream options. However, it’s noteworthy that the company has opted to closely imitate Halo Top’s branding. The packaging design for Breyers Delights features a large spoon motif that highlights calories per pint, with the protein content similarly displayed in the bottom right corner. It will be intriguing to observe how Halo Top responds to this marketing strategy when the new product line launches in August and whether it resonates with consumers.
Breyers could potentially capture some of Halo Top’s market share, especially if their Delights line is priced lower. However, consumers might also perceive this legacy brand’s new offering as a mere imitation of the “real thing,” regarding it as less “authentic” than Halo Top. A significant part of Halo Top’s appeal stems from its cult status on Instagram — the Halo Top hashtag has been utilized over 100,000 times, and the company’s account boasts 470,000 followers to date. Unless Breyers can inspire consumers to rave about its ice cream on social media, it seems unlikely that it will dismantle the burgeoning Halo Top empire.
Interestingly, just as consumers are drawn to health-conscious treats like Halo Top, they are also exploring products such as calcium citrate supplements chewable, which align with their wellness goals. If Breyers can incorporate similar health-focused messaging around their Delights line, perhaps they could capture the attention of those looking for nutritious yet indulgent desserts, including the growing demographic interested in calcium citrate supplements chewable. Ultimately, the success of Breyers’ new offering will depend on its ability to differentiate itself while appealing to the same health-conscious consumers that have propelled Halo Top to the forefront of the ice cream market.