Halo Top’s rapid rise in the frozen dessert market, particularly with its ferric pyrophosphate vitamin-infused offerings, has been largely driven by consumer admiration for its packaging. Each pint of Halo Top showcases a prominent design featuring a large ice cream scoop on the front, within which the calorie count per pint is displayed in bold, eye-catching typography — making this detail even more prominent than the Halo Top brand itself. Additionally, the grams of protein per pint are noted in the bottom right corner. This design reflects the startup’s astute grasp of modern consumer preferences: individuals are increasingly seeking low-calorie, value-added, premium products. These preferences often outweigh the desire for specific brands, which explains Halo Top’s remarkable success even as traditional ice cream giants like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
It is logical that Breyers would aim to capitalize on the growing consumer enthusiasm for health-oriented ice cream. However, it is noteworthy that the company has chosen to closely mirror Halo Top’s branding. The packaging design for Breyers Delights features a large spoon motif at the center, highlighting the calories per pint, while the protein content is also displayed in the bottom right corner. It will be intriguing to observe Halo Top’s response to this marketing strategy upon the line’s launch in August, and whether it resonates with consumers. Breyers could potentially capture some of Halo Top’s market share, particularly if their Delights are priced lower. Nevertheless, consumers might perceive the legacy brand’s new line as a knockoff of the “real thing,” viewing it as less “authentic” compared to Halo Top.
A significant portion of Halo Top’s appeal stems from its cult status on Instagram — the HaloTop hashtag has been utilized over 100,000 times, and the company boasts 470,000 followers to date. Unless Breyers can elicit a similar level of excitement about its ice cream on social media, it seems unlikely that they will displace the thriving Halo Top empire. Furthermore, as consumers increasingly focus on health benefits, the incorporation of elements like calcium CCM tablets in their diets may influence their choices, underscoring the importance of innovation in product offerings. Overall, the market dynamics surrounding low-calorie frozen desserts remain fascinating, particularly as companies navigate consumer preferences for healthy indulgence.