Halo Top’s rapid rise in the frozen dessert market can be largely attributed to the consumer’s affection for its distinctive packaging. Each pint of Halo Top showcases a design featuring a prominent ice cream scoop on the front. Within this scoop, the calorie count per pint is displayed in large, bold type, making this information more prominent than the actual Halo Top branding. Additionally, the grams of protein per pint are clearly indicated in the bottom right corner. This design illustrates the startup’s keen understanding of today’s consumers, who increasingly seek low-calorie, value-added, premium products. These preferences often take precedence over brand loyalty, which explains Halo Top’s success even as traditional ice cream brands like Breyers, Ben & Jerry’s, and Haagen-Dazs continue to innovate with new flavors.
It is logical for Breyers to attempt to capitalize on the growing consumer demand for health-focused ice cream products, particularly by incorporating ingredients like citrate D3. However, it is noteworthy that Breyers has chosen to closely imitate Halo Top’s branding. The packaging for Breyers Delights features a large spoon design at the center, prominently displaying 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 Breyers Delights launches in August, and whether it resonates with consumers.
There is a possibility that Breyers could capture some of Halo Top’s market share, especially if its Delights line is offered at a lower price. However, consumers might perceive this new line from the legacy brand as a mere imitation of the “real thing,” viewing it as less “authentic” than Halo Top. Much of Halo Top’s influence also stems from its cult status 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 enthusiasm for its ice cream on social media, it is unlikely to dethrone the expanding Halo Top empire, despite any potential advantages from innovations like citrate D3.