“If you’re doing super-low calorie ice cream then the calories per tub are going to be massive and all over the pack. The raft of copycats inspired by Halo Top is an example of what happens when “the first entrant design-wise becomes the ‘convention norm’” according to The Brand Nursery director James Acton. ![]() Whereas this is great for consumers, it isn’t good for brands as it leaves the door wide open for own label.” Copycats “So brands now shout the calories, vegan, plant-based, low fat, etc – and the brand name takes back stage. They want to know about a product’s benefits. In fact, shoppers “are no longer interested in a brand name” says Richard Horwell, managing director of Brand Relations. ![]() “The calorie count has become almost the identity of the product – which had never been done before.” The US ice cream brand hit upon “what’s currently important to consumers” he adds. “It’s not an awful lot different from when Maltesers talked about the amount of calories in a pack it’s just Halo Top has gone front and centre.” The brand’s success comes from embracing the zeitgeist and being “loud and proud” a permissible treat, says Howard Wright, senior creative & strategy director at design agency Equator. It came after Halo Top had racked up £22.2m of grocery sales in its first year in the UK. One of the most recent examples of Halo Top’s effect on ice cream’s aesthetics was in the form of Morrisons’ new range, with its familiar hues and attention-grabbing calorie counts. Since its UK debut in January 2018, Halo Top’s good looks have captivated the British ice cream category, which has seen the likes of Breyers Delights, Jude’s, Graham’s The Family Dairy, the mults and the discounters take some or other degree of design inspiration for their own better-for-you ice creams (see our gallery below).Įach has made use one or more of Halo Top’s main front-of-pack elements: That did the trick: following the overhaul, Halo Top’s growth accelerated, with sales surging to $50m in 2016, according to Inc magazine. The new design featured: a simpler logo, brighter colours, a shinier gold lid, clearer messaging and – front and centre in big, bold digits – the kcals per pack. “That number was just too strong of a point, and it also allowed us to show a per-pint serving instead of a per half cup serving,” Woolverton said. The biggest design decision was whether to highlight calories or protein. Halo Top’s tubs “needed to remain fun, fresh and youthful while capitalising on the healthful characteristics of the product” founder Justin Woolverton told Brand Packaging magazine. Three years later, the disruptive Californian brand sought both greater standout in packed freezers and more prominence for its healthier eating credentials – its calories being between 240 to 360 per pint, while its protein was at least 20g. Its logo was quite elaborate and took prominence over the front-of-pack nutritional information, which was per serving. ![]() Halo Top hit US stores in mid-2012 with a more ‘fussy’ design than is now so familiar. So how did Halo Top arrive at its iconic design? And why has it proved so attractive to imitators? Halo Top got a makeover, paving its way to becoming not just a grocery sensation but also a style icon.Ī brighter, simpler look saw sales surge and lookalikes emerge – not least in the UK, where a slew of Halo Top-alikes from brands and retailers continues to roll out to grocery as shoppers’ demand for salubrious ice cream soars. In 2015, ice cream underwent a sea change.
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