The purchase of Halo Top means that Wells now owns five ice cream brands, including the Blue Bunny range. One report from Reuters suggested that Eden Creamery valued the brand at as much as $2 billion. Reports in 2017 suggested that Eden Creamery was exploring a sale of the brand, as the company aimed to capitalise on the growing demand for premium, ‘healthy’ ice cream brands from big businesses aiming to adapt to changing consumer habits. Halo Top produces a wide range of low-calorie ice creams, and was one of the first major brands to build a strong presence in the low-calorie ice cream space. All rights reserved.US-based ice cream manufacturer Wells Enterprises has acquired low-calorie ice cream brand Halo Top from Eden Creamery for an undisclosed figure. ™ & © 2022 Cable News Network, Inc., a WarnerMedia Company. There I noticed a difference: The peanut butter was softer than the vanilla. I tasted both as soon as I got home, perhaps five or 10 minutes after removing them from the store’s freezer. So I picked up the updated Peanut Butter Cup and an old-version Vanilla Bean from my local grocer. Halo Top sent this reporter the Chocolate Cake Batter, which was quite tasty, but the pint was delivered on dry ice - not the typical experience, and it still needed a few minutes on the the counter to thaw. Halo Top tried hundreds of recipes, and it found that flavors like strawberry, with no chips or chunks, ended up being “the most complex, because the star of the show is really that base ice cream flavor.” “Halo Top is a beautiful yet delicate little flower,” said Roznowski. “At the end of the day, not many people complain about Halo Top - it’s an amazing thing,” Roznowski noted.īut Wells specializes in ice cream, and the company put its experts to work to attempt improvements. In that same period, regular ice cream sales grew from $15.4 billion to $16.5 billion. From 2019 to 2021, overall reduced-fat ice cream US sales slipped from $1.6 billion to about $1.5 billion, according to Euromonitor international. 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. Now, it’s hoping to up the ante with the new recipe - especially as Halo Top sales dip and the category stalls. To do that, Halo Top also has launched fruit pops and keto-friendly options. “ are putting in the time and the effort to stay up to speed.” “The better-for-you landscape continues to grow and change,” Roznowski said. A year later, Ben & Jerry’s launched Moo-phoria, and Fairlife, which sells lactose-free ultra-filtered milk, unveiled an ice cream line in 2020. In 2017, Breyers introduced its light line, Breyers Delights. The new recipe could give Halo Top a boost in the crowded field, which has gotten much more competitive. Halo Top is also launching Chocolate Cake Batter, a new flavor made with the updated recipe, to honor the occasion and the brand’s 10th birthday. 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.
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