![]() ![]() While Wells doesn’t share sales data publicly, Halo Top did say its household penetration has grown by 14% over the last year. IRI data showed it sold just 49.4 million units in 2021. That was up from 79.1 million in 2017, itself a major growth year.īut sales have dropped significantly since then, as consumer interest in so-called diet products wanes. The brand distinguished itself with promises of superior flavor and its packaging, which prominently displays calories information for a full pint on the front of the carton, unlike competitors.Īfter a slow start, the product took off: In 2018, Halo Top sold about 80.6 million retail units, according to market research company IRI. To this reporter, Halo Top is a perfectly pleasant frozen dessert that wouldn’t pass for full-fat ice cream. It’s debatable whether they achieved that goal, or were the first to do so. Halo Top launched in 2012 with a simple proposition: Light ice cream that actually tastes good. Halo Top's new recipe is rolling into stores now. Halo Top was acquired in 2019 by Wells Enterprises, owner of Blue Bunny and Blue Ribbon ice creams, and Wells has been working to improve Halo Top’s recipe, Roznowski said. Pints of Halo Top are about 270-360 calories, less than half the calories in typical full-fat ice cream. Thanks to the ultra-filtered milk - which has less sugar and more protein than regular milk because of the filtration process - the new version is designed to be creamier than the company’s previous iteration, as the new carton touts. The new recipe should take the microwave out of the equation. ![]() Roznowski said the Halo team saw people posting videos of themselves microwaving the product for about 10 seconds to speed the thaw process. Originally, Halo Top cartons instructed customers to “give me a couple of minutes on the counter before you dig in,” noting, “I need time to soften up.” With the new recipe that uses ultra-filtered milk, that’s no longer necessary, said Ryan Roznowski, senior brand manager of Halo Top. No more microwaving your Halo Top light ice cream.Īt least, that’s one goal of the new recipe - which is replacing the old one and currently rolling into stores. ![]()
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