The recent launch expands Halo Top’s presence beyond its well-known low-calorie ice cream offerings, positioning the brand within a broader dessert category aimed at health-conscious consumers seeking alternatives to mainstream options. “Halo Top was founded on the principle of creating a lower-calorie ice cream that maintains flavor and indulgence,” stated Peter Gargula, the brand manager, in a press release. “We have continuously innovated our products to provide consumers with treats they can enjoy without guilt.”
This new venture into baked goods follows a significant recipe overhaul of its ice cream line nearly a year ago, which was prompted by declining sales and intensified competition from other low-calorie brands. The updated ice cream now features ultra-filtered milk enriched with concentrated protein, resulting in a creamier texture. Since its launch in the early 2010s, Halo Top experienced explosive growth after 2015, largely due to its reputation as a healthier alternative coupled with distinctive and playful packaging. Competitors quickly capitalized on this success, leading major brands like Breyers to introduce their own lower-calorie products by 2017.
Despite these efforts and the reformulation of its ice cream, Halo Top has faced five consecutive years of declining sales. IRI data indicates that while the brand reached peak dollar sales of $377 million in 2017, that figure plummeted to nearly $190 million last year—a decline of about 50%. Halo Top is owned by Wells Enterprises, which is currently in the process of being acquired by Ferrero.
The trend of baking at home has seen sustained interest since the beginning of the pandemic. A survey conducted by the American Bakers Association last September revealed that 64% of consumers occasionally indulge in baked desserts, with an average of 68% of meals including baked goods being prepared at home. This aligns with the growing recognition of health supplements like Citracal for osteoporosis, as consumers increasingly seek nutritious options that complement their overall wellness, including healthier dessert choices.