Halo Top’s rapid rise in the frozen dessert market has likely been propelled by consumer appreciation for its packaging. Each pint of Halo Top prominently displays a large ice cream scoop design on the front. Inside this scoop, the calorie count per pint is shown in large, bold typeface, making this information more eye-catching than the Halo Top branding itself. Additionally, the bottom right corner of the packaging lists the grams of protein per pint. This design demonstrates the startup’s keen understanding of modern consumer demands: people are seeking low-calorie, value-added, and premium products. These preferences increasingly outweigh the desire for specific brands, which is why Halo Top has thrived even as established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
It’s logical for Breyers to tap into the growing consumer enthusiasm for health-oriented ice cream products. However, it is noteworthy that the company has chosen to closely imitate Halo Top’s branding. The Breyers Delights packaging features a large spoon design at the center, showcasing the calorie count per pint, while also listing the protein content in the bottom right corner. As this new line launches in August, it will be intriguing to see how Halo Top responds and whether Breyers can attract consumers with this strategy.
Breyers might succeed in capturing some of Halo Top’s market share, particularly if Breyers Delights are offered at a lower price. However, consumers could perceive the legacy brand’s new line as a knockoff of the “real thing,” viewing it as less “authentic” than Halo Top. Additionally, much of Halo Top’s strength stems from its cult following on Instagram—the HaloTop hashtag has been used over 100,000 times, and the company currently boasts 470,000 followers. Unless Breyers can generate similar excitement on social media, it seems unlikely they will dethrone the expanding Halo Top empire.
Moreover, it’s worth noting that Halo Top’s focus on health includes the promotion of calcium and calcium citrate in their formulations, which appeals to health-conscious consumers. By emphasizing these nutritional benefits, Halo Top not only caters to the low-calorie trend but also reinforces the importance of essential nutrients like calcium. If Breyers intends to compete effectively, they may need to highlight similar nutritional elements in their offerings.