The Bold Ice Cream Packaging Move That Made Halo Top a Game-Changer
When Halo Top experienced a dramatic surge in sales, leaping from obscurity to generating $347 million annually, many credited their success to a flashy new design.
But there was much more at play than a fresh aesthetic.
The redesign wasn’t just about making the packaging look good — it was about fundamentally rethinking how to communicate with consumers.
The strategy that powered Halo Top’s meteoric rise can be boiled down to one key insight: put attributes over brand.
Here’s how Halo Top mastered this strategy and what every business can learn from it.
Original Ice Cream Packaging: Brand Name Over Benefits
In Halo Top’s original packaging, the brand name dominated the design. At first glance, “Halo Top” was the primary focus, front and center.
Below it, details like calorie count and protein content were listed in smaller text, treated as secondary information.
This design approach was common — many companies make their brand name the hero, believing it will lead to long-term recognition.
But there was a major flaw in this logic: consumers don’t care about your brand if they don’t know it yet.
At the time, Halo Top was a small player in the highly competitive ice cream market, where giants like Ben & Jerry’s, Häagen-Dazs, and Breyers had already established themselves as household names.
Consumers were walking through grocery aisles, seeing packaging dominated by these trusted brands. Why would they pause to consider a new, unknown brand like Halo Top?
In those early days, Halo Top failed to answer the crucial consumer question: Why should consumers choose us?
The Ice Cream Packaging Redesign: Calories Take Center Stage
The turning point for Halo Top came when they completely reimagined their approach to packaging. In their redesign, they flipped the hierarchy of information.
Instead of leading with the brand name, they led with the attribute that mattered most to their target market: calories.
In a world where people were becoming increasingly health-conscious but still wanted to indulge in ice cream, the most compelling differentiator for Halo Top was its low-calorie content.
The new packaging prominently displayed the calorie count — in large, bold numbers, right on the front. This simple change had a profound impact.
Suddenly, consumers didn’t have to wonder if this ice cream was for them. The message was clear: You can enjoy this treat without the guilt.
By leading with a relevant attribute — calories — rather than an unfamiliar brand name, Halo Top instantly differentiated itself from the competition and attracted health-conscious consumers scanning shelves for a better option.
The Protein Shift: Clarity Over Confusion
Another essential tweak in the redesign involved how Halo Top communicated the ice cream’s protein content. In the original packaging, the word “protein” was buried beneath a large “7g.”
For the average consumer, this information wasn’t helpful. Many people don’t know whether 7 grams is a lot or a little when it comes to protein, especially in an ice cream product. The number alone didn’t create a clear benefit or reason to buy.
In the redesign, Halo Top made a smart adjustment. Instead of focusing on the number, they emphasized the qualitative benefit: “Good source of protein.”
This was a surprising and unexpected claim for ice cream. It made shoppers stop and think: Wait, ice cream can have protein?
This shift in messaging reframed the product as not just a low-calorie treat but also a guilt-free indulgence that provides a nutritional benefit.
This clear, benefit-driven messaging broke through the noise and further positioned Halo Top as the choice for health-conscious consumers.
Why This Worked: Attributes Over Brand
The key to Halo Top’s success was their ability to identify the attributes that would make them stand out in a crowded market.
By leading with those attributes rather than the brand name, they were able to win over consumers who didn’t know or care about the Halo Top brand but did care about the benefits the product offered.
In contrast, many companies make the mistake of leading with their brand name, believing that brand recognition will naturally follow. But this approach only works if you’ve already established a strong brand presence.
If consumers don’t know who you are, you need to give them a reason to choose you — and that reason often lies in the specific attributes that differentiate your product.
The Results: From Obscurity to Dominance
Halo Top’s redesign triggered a massive shift in their business. In 2017, the company reached $347 million in sales, making it the best-selling pint of ice cream in the U.S., surpassing household names like Ben & Jerry’s and Häagen-Dazs.
This success didn’t go unnoticed. Competitors flooded the market with low-calorie, high-protein ice creams, trying to replicate Halo Top’s winning formula.
The company’s rapid rise and eventual acquisition by Wells Enterprises in 2019 serve as a testament to the power of leading with the right attributes in a crowded market.
The Lesson: In a Crowded World, Lead With What Makes You Unique
Halo Top’s journey offers a crucial lesson for businesses looking to break through in competitive markets.
Whether you’re launching a new product or trying to breathe new life into an existing one, step back and ask yourself: What is my biggest differentiator? Where do I win in this crowded world?
Don’t assume your brand name will carry you — especially if you’re a newcomer. Instead, focus on the attributes that will resonate with your target audience and make them stop, think, and choose you.
Lead with those attributes, and make it unmistakably clear why your product is the right choice.
It wasn’t just the splashy design that led Halo Top to $347 million in annual sales — it was their ability to identify and amplify the attributes that mattered most.
Ready to stand out on the shelves? Let Jeergo help you with a packaging redesign that turns heads—reach out here!
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