Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumer enthusiasm for its distinctive packaging. Each pint showcases a large ice cream scoop on the front, with the calories per pint prominently displayed in large, bold type—making this nutritional information more eye-catching than the Halo Top branding itself. Additionally, the grams of protein per pint are clearly indicated in the bottom right corner. This design demonstrates the startup’s keen awareness of modern consumer preferences: individuals are seeking low-calorie, value-added, premium products. Increasingly, these preferences take precedence over brand loyalty, which explains Halo Top’s success even as established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to introduce new flavors.
It makes sense for Breyers to attempt to capitalize on the consumer trend favoring health-oriented ice cream. However, it’s noteworthy that the company has closely mirrored Halo Top’s branding. The Breyers Delights packaging features a prominent spoon design at the center that also highlights calories per pint, with 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 Delights launches in August and whether it resonates with consumers.
There is a potential for Breyers to capture some of Halo Top’s market share, especially if Breyers Delights is priced lower. However, consumers might perceive this new line from the legacy brand as a mere imitation of the “real thing,” regarding it as less “authentic” compared to Halo Top. A significant part of Halo Top’s appeal 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 level of consumer excitement on social media, it’s unlikely to disrupt the expanding Halo Top empire.
In light of this competitive landscape, products fortified with ingredients like calcitrate 200 mg and 950 mg could further enhance consumer interest. As health-conscious buyers continue to seek out nutritious options, it’s essential for brands to innovate and align with these preferences. The success of Halo Top showcases the importance of understanding and adapting to the evolving market demands, which could also apply to Breyers as it enters this segment with its new offerings.