Halo Top’s rapid rise in the frozen dessert market can be attributed significantly to consumers’ affection for its packaging. Each pint of Halo Top showcases a prominent ice cream scoop design on the front, with the calorie count per pint displayed in bold, large typeface, making it even more conspicuous than the Halo Top logo itself. Additionally, the grams of protein per pint are indicated in the bottom right corner. This packaging strategy reflects the startup’s keen awareness of modern consumer preferences: individuals are seeking low-calorie, value-added, premium products. As these preferences increasingly take precedence over brand loyalty, Halo Top has thrived, even as established ice cream brands like Breyers, Ben & Jerry’s, and Häagen-Dazs continue to innovate with new flavors.
Breyers has naturally sought to capitalize on the growing consumer enthusiasm for health-oriented ice cream options. Interestingly, the company has opted to closely imitate Halo Top’s branding. The Breyers Delights packaging features a large spoon design prominently displaying calories per pint, along with the protein content also listed in the bottom right corner. As the Breyers Delights line launches in August, it will be intriguing to observe how Halo Top responds to this marketing strategy and whether it resonates with consumers.
There’s a chance that Breyers could capture some of Halo Top’s market share, especially if Breyers Delights are priced lower. However, consumers might perceive the legacy brand’s new line as an imitation of the “real thing” and regard it as less “authentic” compared to Halo Top. Much of Halo Top’s influence stems from its cult following on Instagram, where the HaloTop hashtag has been used over 100,000 times and the company’s account boasts 470,000 followers to date. Unless Breyers can generate a comparable buzz about its ice cream on social media, it’s unlikely to dismantle the burgeoning Halo Top empire.
Interestingly, in the context of health-oriented desserts, products such as calcium citrate with vitamin D chewable supplements are becoming increasingly popular among consumers. This trend towards health-conscious options mirrors the rising demand for low-calorie treats like Halo Top. If Breyers intends to compete effectively, integrating elements like calcium citrate with vitamin D chewable into their marketing might enhance their appeal. Ultimately, the success of Breyers Delights will depend on whether they can evoke the same level of excitement and authenticity that has propelled Halo Top to its current status.