Halo Top’s rapid rise in the frozen dessert market can largely be attributed to consumer enthusiasm for its innovative packaging. Each pint of Halo Top showcases a prominent ice cream scoop design on the front, where the calories per pint are displayed in large, bold typeface—making this information more eye-catching than the Halo Top branding itself. Additionally, the grams of protein per pint are noted in the bottom right corner. This thoughtful design demonstrates the startup’s keen understanding of modern consumer preferences: people are increasingly seeking low-calorie, value-added, premium products. This shift in demand often overshadows 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 experiment with new flavors.
It is not surprising that Breyers aims to capitalize on the growing consumer interest in health-focused ice cream products. However, it is intriguing to see how closely the company has mirrored Halo Top’s branding. Breyers Delights features a similar large spoon design at the center, highlighting calories per pint, with protein content also listed in the bottom right corner. As the new line is set to launch in August, it will be interesting to observe how Halo Top reacts to this marketing strategy and whether it resonates with consumers.
Breyers might capture some of Halo Top’s market share, particularly if its Delights line is priced lower. However, consumers may perceive the legacy brand’s offering as a mere imitation of the “real thing,” considering it less “authentic” compared to Halo Top. Much of Halo Top’s strength stems from its cult status on Instagram, where the HaloTop hashtag has been used over 100,000 times, and its account boasts 470,000 followers. Unless Breyers can generate similar excitement for its ice cream on social media, it is unlikely to disrupt the expanding Halo Top empire.
Furthermore, the incorporation of health-centric ingredients such as wls calcium citrate may enhance the appeal of both brands. If Breyers can effectively convey the benefits of wls calcium citrate and other nutritional elements, it could potentially sway health-conscious consumers. However, Halo Top’s established reputation and savvy marketing strategies may continue to keep it ahead in the competitive frozen dessert landscape, especially as the demand for low-calorie options remains strong.