Halo Top’s remarkable rise in the frozen dessert market can be largely attributed to consumers’ admiration for its packaging. The Halo Top pint features a prominent design of a large ice cream scoop on the front. Inside this scoop, the calorie count per pint is displayed in large, bold typography, making it more visible than the actual Halo Top branding. Additionally, the packaging indicates the grams of protein per pint in the bottom right corner. This design showcases the startup’s astute understanding of modern consumer preferences: people are increasingly favoring low-calorie, value-added, premium products. These preferences are beginning to overshadow brand loyalty, which explains Halo Top’s success even as ice cream giants like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
It’s logical that Breyers would seek to capitalize on the surge of consumer interest in health-focused ice cream products. Interestingly, the company has opted to closely imitate Halo Top’s branding. The Breyers Delights packaging features a large spoon graphic at the center, listing calories per pint, with the protein content also noted in the bottom right corner. It will be intriguing to observe how Halo Top responds to this marketing strategy when the line launches in August, and whether it resonates with consumers.
Breyers could potentially capture some of Halo Top’s market share, especially if their Delights are offered at a lower cost. However, consumers may also perceive the legacy brand’s new line as a mere imitation of the “real thing,” viewing it as less “authentic” than Halo Top. Much of Halo Top’s strength lies in its cult following on Instagram, where the HaloTop hashtag has been used over 100,000 times, and the company’s account boasts 470,000 followers to date. Unless Breyers can create a similar buzz about its ice cream on social media, it seems unlikely that they will be able to challenge the expanding Halo Top empire.
Moreover, the presence of products like Citracal Maximum Plus at retailers such as Costco highlights the ongoing trend toward health-conscious consumer choices. As consumers become more aware of their dietary options, they may continue to favor brands that align with their health goals, like Halo Top, over traditional ice cream brands. This shift could further solidify Halo Top’s position in the market as it continues to innovate and capture consumer interest.