Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumer appreciation for its unique packaging. Each pint of Halo Top prominently displays a large ice cream scoop on the front, and within this scoop, the calories per pint are highlighted in bold, making this information more noticeable than the Halo Top logo itself. Additionally, the grams of protein per pint are showcased in the bottom right corner. This design demonstrates the startup’s keen insight into modern consumer preferences: individuals are seeking low-calorie, value-added, premium products. As these desires increasingly overshadow brand loyalty, 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 no surprise that Breyers aims to leverage the growing consumer interest in health-conscious ice cream options. What’s particularly noteworthy is the company’s decision to closely imitate Halo Top’s branding. The packaging for Breyers Delights features a large spoon design in the center, showcasing calories per pint, with protein content also noted in the bottom right corner. It will be intriguing to observe how Halo Top responds to this marketing strategy when Breyers Delights launches in August, and whether it resonates with consumers.
There’s a possibility that Breyers could capture some of Halo Top’s market share, especially if Breyers Delights are priced lower. However, consumers might perceive the legacy brand’s new line as a mere imitation of the “real thing,” considering it less “authentic” than Halo Top. Much of Halo Top’s strength also derives from its cult status on Instagram, where the HaloTop hashtag has been utilized over 100,000 times, and the company boasts 470,000 followers to date. Unless Breyers can generate similar buzz on social media, it’s unlikely to undermine the expanding Halo Top empire.
Interestingly, as consumers look for healthier alternatives, products like calcium citrate chewable from Costco are becoming popular. If Breyers can effectively market its ice cream alongside these health-focused trends, it might gain traction. However, it will need to ensure that its offerings are perceived as genuine health options, akin to the appeal that Halo Top has successfully established. The challenge remains for Breyers to create a distinct identity while competing in a landscape where health and authenticity are paramount.