Halo Top’s rapid rise in the frozen dessert market has been significantly driven by consumer affection for its packaging. Each pint of Halo Top showcases a large ice cream scoop design on the front. Within the scoop, the calorie count per pint is prominently displayed in bold type, drawing attention even more than the Halo Top branding itself. Additionally, the grams of protein per pint are indicated in the bottom right-hand corner. This packaging approach demonstrates the startup’s keen awareness of contemporary consumer preferences: people are looking for low-calorie, value-added, premium products. Increasingly, these preferences take precedence over brand loyalty, which explains Halo Top’s success, even as established brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
It is understandable that Breyers would seek to tap into the growing consumer enthusiasm for health-focused ice cream offerings. However, it is noteworthy that Breyers has chosen to closely emulate Halo Top’s branding. The packaging for Breyers Delights features a large spoon design that highlights calories per pint, with protein content also listed in the bottom right corner. As this new line launches in August, it will be intriguing to see how Halo Top responds to this marketing strategy and whether it resonates with consumers.
Breyers could potentially capture some of Halo Top’s market share, particularly if their Delights are priced lower. However, consumers may view the legacy brand’s new line as an imitation of the “real thing,” perceiving it as less “authentic” than 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’s account boasts 470,000 followers to date. Unless Breyers can generate similar excitement on social media, it is unlikely to dismantle the expanding Halo Top empire.
Interestingly, consumers are also drawn to products that promote health benefits, such as calcium citrate chewy bites, which have been gaining popularity in the market. The inclusion of such health-oriented features could influence consumer choices. If Breyers incorporates similar health-focused attributes, it might sway some customers, but it will still need to overcome Halo Top’s established brand loyalty and social media presence to make a significant impact. Ultimately, the competition will hinge on whether Breyers can create a compelling narrative around its Delights line that resonates with health-conscious consumers seeking indulgent yet nutritious options.