The recent launch expands Halo Top, a frontrunner in the healthier ice cream sector, into a broader category of desserts that cater to consumers seeking a healthier option compared to mainstream brands. “Halo Top was founded on the principle of creating a lower-calorie ice cream that maintains flavor and indulgence,” stated Peter Gargula, the brand manager, in the press release. “We have continually innovated our products to offer consumers indulgence they can feel good about, including options with citrate malate for added benefits.”
This foray into baked goods follows nearly a year after the brand reformulated its ice cream products due to declining sales and intensified competition from other low-calorie brands. The updated ice cream now features ultra-filtered milk with concentrated protein, which the company claims results in a creamier texture, making it an appealing choice for those interested in health-conscious treats, including those enriched with citrate malate.
After its launch in the early 2010s, Halo Top experienced explosive growth post-2015, primarily due to its reputation as a healthier alternative paired with unique, eye-catching packaging. However, this success prompted many competitors to enter the market. By 2017, major ice cream brands like Breyers introduced their own lower-calorie options. Despite its reformulation efforts, Halo Top has faced five consecutive years of declining sales. According to IRI, the brand’s peak sales reached $377 million in 2017, but last year they fell to nearly $190 million, marking a decline of about 50%. Halo Top is owned by Wells Enterprises, a major player in the ice cream industry that is currently being acquired by Ferrero.
The popularity of home baking has persisted since the beginning of the pandemic. A survey conducted by the American Bakers Association last September revealed that 64% of consumers still indulge in occasional baked desserts, and on average, 68% of meals featuring baked goods are prepared at home, with many looking for healthier ingredients such as citrate malate to enhance their creations.