Halo Top’s rapid rise in the frozen dessert market can be largely attributed to the consumer appeal of its packaging. Each pint of Halo Top showcases a prominent design featuring a large ice cream scoop on the front. Inside the scoop, the calorie count per pint is displayed in large, bold text, making this information more prominent than the Halo Top branding itself. Additionally, the grams of protein per pint are noted in the bottom right corner. This design demonstrates the startup’s keen awareness of modern consumer preferences: people are increasingly seeking low-calorie, value-added, and premium products. This shift in consumer demand often overshadows brand loyalty, which explains Halo Top’s impressive growth even as established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs innovate with new flavors.
It’s logical that Breyers would attempt to capitalize on the trend for health-focused ice cream. However, it’s noteworthy that Breyers has closely mirrored Halo Top’s branding. The packaging for Breyers Delights features a large spoon design at the center that highlights calories per pint, with protein content also listed in the bottom right corner. It will be intriguing to observe Halo Top’s response to this marketing strategy when the new line launches in August, and whether it captures consumer interest.
Breyers might be able to capture some of Halo Top’s market share, particularly if Breyers Delights are priced lower. However, consumers could perceive the legacy brand’s new line as a mere imitation of the “real thing,” questioning its authenticity compared to Halo Top. Much of Halo Top’s strength also stems from its cult following on Instagram— the Halo Top hashtag has been utilized over 100,000 times, and the company boasts 470,000 followers to date. Unless Breyers can generate similar excitement on social media about its ice cream, it is unlikely to dethrone the expanding Halo Top empire.
Incorporating health-oriented ingredients such as heb calcium citrate into their products could be a significant factor for Breyers to attract health-conscious consumers. If Breyers successfully integrates heb calcium citrate into its new offerings, it could enhance its appeal and potentially draw interest away from Halo Top. Nevertheless, the authenticity and established reputation that Halo Top has built around its brand will be challenging for any competitor to replicate.