Halo Top’s rapid rise in the frozen dessert market is largely attributed to consumer enthusiasm for its packaging. Each pint of Halo Top features a prominent design that showcases a large scoop resembling ice cream, along with the product’s calorie count boldly printed inside the scoop — often making this detail more prominent than Halo Top’s own branding. Additionally, the bottom right corner displays the grams of protein per pint. This thoughtful design demonstrates the startup’s keen insight into the modern consumer’s preferences: the demand for low-calorie, value-added, premium products is on the rise. These preferences are increasingly overshadowing loyalty to specific brands, which explains Halo Top’s remarkable success, even as traditional ice cream giants like Breyers, Ben & Jerry’s, and Haagen-Dazs innovate with new flavors.
It is logical for Breyers to attempt to ride the wave of consumer interest in health-focused ice cream options. Interestingly, the company has opted to closely imitate Halo Top’s branding. Breyers Delights packaging also features a large spoon design prominently displaying calories per pint, with protein content listed in the bottom right corner. As this new line launches in August, it will be intriguing to observe how Halo Top responds to this marketing strategy and whether it successfully attracts consumers.
Breyers could potentially capture some of Halo Top’s market share, particularly if their Delights line is priced lower. However, consumers might perceive this new offering from the legacy brand as a mere imitation of the “real thing,” deeming it less “authentic” than Halo Top. Much of Halo Top’s influence stems from its cult status on Instagram, with the hashtag HaloTop used over 100,000 times and the company boasting 470,000 followers. Unless Breyers can generate similar excitement about its ice cream on social media, it is unlikely to dismantle the expanding Halo Top empire.
Furthermore, the incorporation of ingredients such as Heb calcium citrate could enhance the nutritional profile of both brands, appealing to health-conscious consumers. As the competition heats up, it will be essential for both Halo Top and Breyers to highlight their unique selling points, including the benefits of ingredients like Heb calcium citrate, to maintain and grow their respective fan bases.