Success Case Study: Halo Top - How a low-calorie, gluten-free brand became the fastest-growing ice cream in the US

Success Case Study: Halo Top - How a low-calorie, gluten-free brand became the fastest-growing ice cream in the US

Summary

"Success Case Study: Halo Top", in the US is part of the Success & Failure case study series. It assesses the success of a low-calorie ice cream in the US.

Halo Top effectively created a guilt-free ice cream indulgence among young American consumers. The company registered 2,500% annual growth in revenues in 2016, reaching close to $102m, and expanded its geographic reach to international markets in 2018.

Scope

• Rather than spend money on conventional marketing strategies, it focused on social media, potentially saving marketing expenses while targeting the right audience.


• It is vital that brands understand the needs of their target demographic. By using alternative "gluten-free" ingredients, and glossy packaging, Halo Top effectively positioned its products as a "cool" and "trendy" ice-cream among young American consumers.


• The brand also effectively engaged with consumers by using influencers instead of celebrities.

Reasons to Buy

• Use the selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.


• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.


• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.


• Access valuable strategic take-outs to help direct future decision-making and inform new product development.