Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumer admiration for its unique packaging. Each pint of Halo Top features a design that showcases a large ice cream scoop on the front. Inside this scoop, the calorie count per pint is prominently displayed in bold typography, making it more eye-catching than the Halo Top branding itself. Additionally, the grams of protein per pint are shown in the bottom right corner. This design reflects the startup’s keen understanding of modern consumer preferences: people are increasingly seeking low-calorie, value-added, and premium products. This shift in demand often overshadows brand loyalty, which explains why Halo Top has thrived despite the efforts of established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs to innovate with new flavors.
It makes sense for Breyers to attempt to leverage the growing consumer enthusiasm for health-focused ice cream options. Interestingly, the company has closely mirrored Halo Top’s branding approach. The packaging for Breyers Delights prominently features a large spoon graphic that highlights the calories per pint, alongside the protein content listed in the bottom right corner. It will be intriguing to see how Halo Top responds to this marketing strategy when Breyers launches its line in August and whether it resonates with consumers.
Breyers could potentially capture some of Halo Top’s market share, especially if its Delights line is priced lower. However, consumers may view this new offering from the legacy brand as an imitation of the “real thing,” perceiving it as less “authentic” compared to Halo Top. Much of Halo Top’s influence also stems from its cult following on Instagram, where the hashtag HaloTop has been used over 100,000 times, and the brand boasts 470,000 followers. Unless Breyers can generate similar excitement on social media, it is unlikely to challenge the expanding Halo Top empire.
Moreover, as health-conscious consumers are increasingly turning to supplements to complement their diets, the presence of products like calcium citrate supplements is noteworthy. Chemist Warehouse has been a go-to source for these supplements, and it is essential for ice cream brands to consider how their offerings align with these health trends. If Breyers can effectively market its Delights line in conjunction with health supplements like calcium citrate, it may have a better chance of competing in this evolving market. The success of any new product will ultimately depend on consumer perception and engagement, particularly in the age of social media.