Contributor Since 2017
Halo Top insures that eating a whole pint of their ice cream will not leave you feeling guilty, due to its low calorie an high protein intake.
With a $20 ice cream maker and a hunger for a more healthful indulgence, Los Angeles lawyer Justin Woolverton concocted a dessert that quickly developed a successful product.
A few years later, his line of light ice cream, called Halo Top, has exploded into surprising market dominance. Halo Top recently surpassed Ben & Jerry’s and Haagen-Dazs for the top sales spot in its niche — grocery store ice cream pints.
Halo Top Finds True Success in 2016:
The brand launched in 2012, but it did not explode until 2016. Halo Top has become one of the most Instagram-able products available in the frozen dessert aisle, with 28.8 million pints sold last year, generating $132.4 million in sales, according to data from IRI.
Word of mouth has propelled Halo Top's loyal following. Sales in 2016 jumped about 2,500% from 2015, Mr. Woolverton said.
The brand's sales at retailers hit nearly $66.1 million in the 52 weeks ended Feb. 19, with more than 13.5 million pints sold at an average price of $4.89, according to IRI.
Why People Buy It:
Halo Top's growth reflects shoppers' growing desire to shop for healthy, unique products from small brands. That's good news for brands like Halo Top, but that doesn't necessarily mean traditional ice cream brands are doomed — although they may need to play catch up.
Halo Top’s appeal is simple: a no-shame pint of low-sugar, high-protein ice cream with just 240 to 360 calories for the entire carton. Vanilla, at the low end, compares with 1,000 calories for a Haagen-Dazs or Ben & Jerry’s pint.
Sales are Increasing Compared to Competitors:
Halo Top’s push to become America’s bestselling grocery store pint accelerated in May, according to market research firm IRI Worldwide.
It closed the gap with leaders Ben & Jerry’s and Haagen-Dazs and landed the top spot in July. For the 12 weeks that ended Aug. 6, IRI said, Halo Top had sales of $86.9 million, compared with $83.3 million for Ben & Jerry’s and $78.6 million for Haagen-Dazs.