Halo Top’s rapid rise to prominence in the frozen dessert market has been significantly driven by the appeal of its packaging. Each pint of Halo Top showcases a design featuring a large ice cream scoop on the front, with calories per pint prominently displayed inside the scoop in large, bold type. This calorie information often draws more attention than the Halo Top branding itself. Additionally, the grams of protein per pint are indicated in the bottom right corner of the packaging. This thoughtful design reflects the startup’s keen understanding of modern consumer preferences: individuals are seeking low-calorie, value-added, premium products. As these desires increasingly overshadow brand loyalty, Halo Top has thrived despite the ongoing innovations from ice cream giants like Breyers, Ben & Jerry’s, and Haagen-Dazs.
In response to the rising trend of health-conscious ice cream options, Breyers has decided to capitalize on this consumer enthusiasm. Interestingly, the company has opted for a design that closely resembles Halo Top’s branding. The packaging for Breyers Delights features a large spoon graphic at the center, highlighting calories per pint, with protein content similarly listed in the lower right corner. It will be intriguing to observe Halo Top’s reaction to this marketing strategy when the new line launches in August and to see if it resonates with consumers.
Breyers may potentially capture some of Halo Top’s market share, particularly if Breyers Delights are priced lower. However, consumers might perceive the legacy brand’s new offering as a mere imitation of the “real thing,” viewing it as less “authentic” compared to Halo Top. Much of Halo Top’s strength also stems from its cult following on Instagram, where the HaloTop 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 is unlikely to dethrone the expanding Halo Top empire. Moreover, incorporating products like Citracal Plus D Petites could further amplify the appeal of healthier desserts, aligning with consumer interests in both nutrition and indulgence.