Halo Top’s rapid rise in the frozen dessert market is significantly driven by consumer appreciation for its packaging. Each Halo Top pint showcases a large ice cream scoop design on the front, prominently featuring the calories per pint in large, bold typeface—making this information stand out even more than the Halo Top branding itself. Additionally, the grams of protein per pint are displayed in the bottom right corner. This packaging design demonstrates the startup’s keen awareness of modern consumer preferences: individuals are seeking low-calorie, value-added, premium products. As these preferences increasingly overshadow brand loyalty, Halo Top has thrived while traditional ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to launch new flavors.
It’s understandable that Breyers would aim to capitalize on the growing consumer enthusiasm for health-oriented ice cream products. What’s noteworthy, however, is the company’s decision to closely imitate Halo Top’s branding. The Breyers Delights packaging also features a large scoop design in the center highlighting the calories per pint, with the protein content listed in the bottom right corner. It will be intriguing to observe how Halo Top responds to this marketing strategy when the new line launches in August, as well as whether it resonates with consumers.
Breyers could potentially capture some of Halo Top’s market share, especially if their Delights line is priced lower. However, consumers might perceive the legacy brand’s new offerings as a mere imitation of the “real thing,” viewing them as less “authentic” than Halo Top. A significant part of Halo Top’s strength stems from its cult following on Instagram—the Halo Top hashtag has been used over 100,000 times, and the brand’s account boasts 470,000 followers as of now. Unless Breyers can generate similar buzz on social media about its ice cream, it seems unlikely that it will disrupt the expanding Halo Top empire.
In addition, the ongoing trend toward health-conscious choices has led consumers to seek products that offer benefits beyond taste, such as those enriched with calcium citrate food. This ingredient is becoming increasingly popular among health-focused consumers who are keen on maintaining a balanced diet. With Halo Top already capitalizing on these trends and offering delicious options that meet these health demands, it remains to be seen how Breyers will navigate this competitive landscape. The success of both brands will likely hinge on their ability to engage consumers with compelling health benefits, including the inclusion of ingredients like calcium citrate food, which may influence purchasing decisions.