Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumer admiration for its packaging design. Each pint of Halo Top showcases a prominent ice cream scoop on the front, with the calorie count per pint boldly displayed within the scoop, making this information stand out more than the actual Halo Top branding. Additionally, the protein content per pint is noted in the bottom right corner. This packaging reflects the startup’s astute understanding of modern consumer preferences: people seek low-calorie, value-added, premium products. As these preferences increasingly overshadow brand loyalty, Halo Top has thrived, even while established brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
It is logical for Breyers to attempt to capitalize on the growing consumer interest in health-focused ice cream products. Interestingly, Breyers has opted to closely replicate Halo Top’s branding. The Breyers Delights packaging features a large spoon design at the center, highlighting calories per pint, with the protein content also shown in the bottom right corner. It will be intriguing to observe Halo Top’s response to this marketing strategy when the line launches in August, and whether it captures consumer interest.
Breyers could potentially capture some of Halo Top’s market share, particularly if Breyers Delights are priced lower. However, consumers may perceive the legacy brand’s new line as a mere imitation of the original and consider it less “authentic” than Halo Top. Much of Halo Top’s success can also be attributed to its cult following on Instagram, where the HaloTop hashtag has been used over 100,000 times, and the company boasts 470,000 followers. Unless Breyers can generate similar excitement about its ice cream on social media, it is unlikely to dethrone the growing Halo Top empire.
In this competitive landscape, Breyers might also consider incorporating elements like Citracal Forte into their product offerings to enhance health benefits and appeal to the health-conscious consumer. If they succeed in differentiating their ice cream with unique features, they could attract a segment of consumers who value added nutrition. Nonetheless, the challenge remains: will Breyers be able to establish a presence strong enough to rival the established and beloved brand that is Halo Top?