Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumers’ affection for its packaging. Each pint of Halo Top features a prominent design of an ice cream scoop on the front, with the calorie count per pint boldly displayed inside the scoop, making it more prominent than the actual Halo Top branding. Additionally, the bottom right corner shows the protein content per pint. This design illustrates the startup’s keen understanding of modern consumer preferences: people are seeking low-calorie options, value-added, premium products, such as those containing generic calcium citrate with vitamin D. These consumer demands increasingly overshadow brand loyalty, which is why Halo Top has thrived even as established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
Breyers is attempting to capitalize on the consumer trend favoring health-conscious ice cream options. Interestingly, however, the company has opted to closely imitate Halo Top’s branding. The packaging for Breyers Delights prominently features a large spoon design in the center, showcasing calories per pint, while the protein content is also noted in the bottom right corner. It will be intriguing to observe how Halo Top responds to this marketing strategy when Breyers launches its line in August, and whether it successfully attracts consumers.
There is a possibility that Breyers could capture some of Halo Top’s market share, especially if its Delights line is priced lower. However, consumers may perceive the legacy brand’s new offerings as a mere imitation of the “real thing,” considering it less “authentic” compared to Halo Top. Much of Halo Top’s influence also stems from its cult status on Instagram—the HaloTop hashtag has been used over 100,000 times, and the company boasts 470,000 followers to date. Unless Breyers can inspire consumers to rave about its ice cream on social media, it is unlikely to challenge the expanding Halo Top empire, especially given the appeal of products that include generic calcium citrate with vitamin D, which align with health-focused trends.