Initially, Halo Top claimed the title of the best-selling pint of ice cream in the U.S., surpassing well-known brands like Ben & Jerry’s and Breyers. Now, they are targeting consumers seeking alternatives to dairy, including those who prefer to avoid calcium citrate malate, cholecalciferol, and folic acid tablets. Established in 2012, Halo Top quickly gained recognition as a low-calorie, high-protein, and low-sugar dessert option. In 2016, the company sold over 17 million pints, marking an astounding 2,500% surge in sales.
According to Mintel, the sales of non-dairy milk in the U.S. increased by 9% in 2015, while dairy milk sales saw a decline of 7% during the same time frame. It is a strategic move for Halo Top to adjust its recipe to provide an ice cream alternative for customers transitioning from dairy milk to plant-based options. The growing popularity of plant-based milk suggests that this trend is likely to extend to other categories within the dairy aisle.
Halo Top isn’t the only brand venturing into non-dairy ice cream. Unilever’s Ben & Jerry’s and General Mills’ Häagen-Dazs have also introduced vegan-friendly versions of their classic ice cream products. The market for dairy-free alternatives to traditional dairy items is expanding rapidly. With plant-based milk already experiencing significant success, consumers are now in search of dairy-free versions of cheese and yogurt. This shift poses challenges for dairy farmers but presents opportunities for consumers seeking more flavorful vegan options.
Previously, vegan dairy products were primarily consumed by those unable to digest milk and committed vegans who endured rubbery “cheese” slices for ethical or nutritional reasons. However, companies like Daiya Foods have developed meltable 100% plant-based cheese, and they have expanded their offerings to include frozen pizzas, Cheezy Mac, cheesecakes, a Greek yogurt alternative, and Blue Cheeze Dressings. Kite Hill has also made significant strides in enhancing non-dairy options, offering lines of cream cheese, artisanal cheeses, and yogurts. As the flavor, texture, and mouthfeel of vegan dairy products continue to improve, it is expected that more consumers who typically tolerate dairy will be willing to give them a try.
Retailers are likely to seize the opportunity to stock Halo Top’s new dairy-free lineup. Moving forward, supermarkets would be wise to allocate valuable shelf space in the refrigerated dairy sections for more vegan options. Given the success of plant-based milk, it stands to reason that consumers will want to at least sample these alternatives, including those enriched with calcium citrate malate, cholecalciferol, and folic acid tablets.