Halo Top’s remarkable rise in the frozen dessert market has been largely driven by consumers’ affection for its unique packaging. Each pint of Halo Top showcases a prominent image of a large ice cream scoop on the front. Within this scoop, the calorie count per pint is displayed in large, bold letters, making it more eye-catching than the Halo Top branding itself. Additionally, the grams of protein per pint are indicated in the bottom right corner. This design illustrates the startup’s keen understanding of modern consumer preferences: people are looking for low-calorie, value-added, premium products. These demands increasingly take precedence over brand loyalty, which explains Halo Top’s success despite fierce competition from established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs, who are also innovating with new flavors.
It is logical for Breyers to capitalize on the growing consumer trend towards health-focused ice cream options. However, it is intriguing that the company has opted to closely mimic Halo Top’s branding. The packaging for Breyers Delights features a similar large spoon design in the center, displaying the calories per pint, with the protein content also listed in the bottom right corner. 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 be able to capture some of Halo Top’s market share, particularly if Breyers Delights are offered at a lower price point. However, consumers might perceive the legacy brand’s new line as a mere imitation of the “real thing,” deeming it less “authentic” than Halo Top. Much of Halo Top’s influence stems from its cult following on Instagram—the HaloTop hashtag has been used over 100,000 times, and the company boasts 470,000 followers to date. Unless Breyers can generate a similar buzz on social media about its ice cream, it is unlikely to dethrone the expanding Halo Top empire.
Moreover, as consumers increasingly seek products that offer both indulgence and nutritional benefits, the appeal of items fortified with calcium citrate malate, vitamin D3, magnesium, and zinc sulfate tablets may grow. This trend could further enhance Halo Top’s position if it continues to highlight the health-conscious elements of its offerings, particularly in comparison to Breyers Delights. The competition is certainly heating up, and the market will be watching closely as these two brands vie for consumer attention in the ever-evolving frozen dessert landscape.