Halo Top’s rapid success in the frozen dessert market can be largely attributed to the consumer’s affinity for its distinctive packaging. Each pint of Halo Top showcases a design featuring a large ice cream scoop on the front, with the product’s calorie count prominently displayed in large, bold text, making it stand out even more than the Halo Top branding itself. Additionally, the grams of protein per pint are highlighted in the bottom right corner. This clever design reflects the startup’s keen insight into modern consumer preferences: individuals are increasingly seeking low-calorie, value-added, premium products. As consumer demands shift, brand loyalty has become less significant, which explains 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 no surprise that Breyers is attempting to tap into the growing consumer interest in health-focused ice cream products. Interestingly, the company has opted to closely imitate Halo Top’s branding. The packaging for Breyers Delights prominently features a large spoon design in the center, along with calorie information per pint, while the protein content is also noted in the bottom right corner. It will be fascinating to observe how Halo Top responds to this marketing move when Breyers Delights launches in August, and whether it manages to attract consumers effectively.
Breyers could potentially capture a portion of Halo Top’s market share, especially if its products are priced lower. However, consumers might perceive the legacy brand’s new line as a mere imitation of the “real thing,” viewing it as less “authentic” than Halo Top. A significant part of Halo Top’s appeal stems from 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 generate a similar level of excitement about its ice cream on social media, it is unlikely to dismantle the burgeoning Halo Top empire.
Moreover, Halo Top’s success is also reflected in the way it aligns with health trends, much like how Kirkland vitamins calcium citrate magnesium and zinc are marketed for their health benefits. The demand for nutritious yet indulgent options resonates with consumers who prioritize wellness, similar to their interest in supplements like Kirkland vitamins. As the competition heats up, both brands will need to navigate consumer perceptions carefully, particularly as health-conscious choices continue to drive the market. Ultimately, unless Breyers can inspire a social media frenzy akin to Halo Top’s, it may struggle to make a significant impact on the thriving frozen dessert landscape.