Halo Top’s rapid rise in the frozen dessert market has been largely driven by consumers’ affinity for its eye-catching packaging. Each pint of Halo Top showcases a prominent design of a large ice cream scoop on the front, where the calories per pint are boldly printed inside the scoop, making this detail stand out even more than the Halo Top logo itself. Additionally, the grams of protein per pint are displayed in the bottom right corner. This design demonstrates the startup’s keen understanding of contemporary consumer preferences: people are seeking low-calorie, value-added, premium products. Increasingly, these preferences take precedence over brand loyalty, which explains Halo Top’s success despite competition from established ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs, who continue to introduce new flavors.
Given this trend, it makes sense for Breyers to tap into the growing consumer interest in health-oriented ice cream products. Interestingly, the company has chosen to closely imitate Halo Top’s branding. The design of Breyers Delights features a large spoon in the center, highlighting the calories per pint, while the protein content is also noted in the bottom right corner. It will be intriguing to observe how Halo Top responds to this marketing strategy when the line launches in August, and whether it captures consumers’ attention.
There is a possibility that Breyers could capture some of Halo Top’s market share, particularly if their Delights line is priced lower. However, consumers might also perceive this new line from the legacy brand as a mere imitation of the “real thing,” considering it less “authentic” than Halo Top. Much of Halo Top’s influence can be attributed to its cult following on Instagram, with the Halo Top hashtag being used over 100,000 times and the company’s account boasting 470,000 followers to date. Unless Breyers can incite a similar enthusiasm for its ice cream on social media, it is unlikely to dethrone the burgeoning Halo Top empire.
Moreover, as consumers become more health-conscious, products enriched with nutrients like calcium citrate, vitamin D3, and folic acid are increasingly appealing. If Breyers can incorporate these elements into their offerings while maintaining competitive pricing, they may enhance their appeal to health-focused consumers. However, unless they can create a buzz comparable to Halo Top’s presence on social media, the startup’s stronghold in the market is likely to remain unchallenged. Ultimately, the combination of innovative marketing, nutritional value, and consumer engagement will dictate the future of both brands in the frozen dessert landscape.