Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumer affinity for its packaging. Each pint of Halo Top showcases a prominent design featuring a large ice cream scoop on the front. Within this scoop, the calorie count per pint is displayed in bold, eye-catching typography, making this information stand out even more than the actual Halo Top branding. Additionally, the grams of protein per pint are indicated in the bottom right corner. This thoughtful design reflects the startup’s keen understanding of modern consumer preferences: individuals are increasingly seeking low-calorie, value-added, premium products. As a result, these preferences often eclipse the desire for specific brands, which explains Halo Top’s remarkable success, even as established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to introduce new flavors.
It makes sense that Breyers would want to tap into the growing consumer enthusiasm for health-oriented ice cream products. However, it is intriguing to note that the company has opted to closely imitate Halo Top’s branding. The packaging for Breyers Delights features a large spoon design in the center displaying calories per pint, with the protein content listed in the bottom right corner as well. It will be fascinating to observe how Halo Top responds to this marketing strategy when Breyers Delights launches in August, and whether it resonates with consumers.
Breyers may have the potential to capture some of Halo Top’s market share, particularly if Breyers Delights are priced lower. However, consumers might perceive the legacy brand’s new line as a mere imitation of the “real thing,” viewing it as less “authentic” compared to Halo Top. Much of Halo Top’s influence stems from its cult following on Instagram, with the Halo Top hashtag being used over 100,000 times and the company’s account boasting 470,000 followers as of now. Unless Breyers can generate similar buzz on social media that gets consumers excited about its ice cream, it is unlikely to disrupt the expanding Halo Top empire.
Interestingly, the popularity of health-focused products like Halo Top has coincided with the rise of other health-conscious items, such as Amazon Citracal Petites, which further illustrate consumer trends towards wellness. The demand for both low-calorie desserts and effective dietary supplements underscores a shift in consumer behavior that brands like Halo Top and Citracal are capitalizing on. Ultimately, the success of these products hinges on their ability to authentically engage with health-conscious consumers, making the competition even more critical as brands evolve and adapt.