![]() “It was so hard to build the company in the first few years - we almost went bankrupt. We outsell Häagen-Dazs in Tesco ,” says Bouton with a hint of disbelief. “So far in the UK, we’ve seen the same meteoric growth as in the US. The looming challenge will be to encourage international consumers to develop a taste for Halo Top by adapting its sales pitch to countries with differing food cultures and dietary habits. When Justin Woolverton, above, turned to outsourced manufacturing, it proved a key factor in scaling up the business To build on its success in the US, Halo Top has embarked on an international expansion drive, launching last year in the UK and Canada with flavours such as Peanut Butter Cup, Mint Chip and Birthday Cake. Woolverton and Bouton have retained majority control after declining several takeover offers and raising $1.5m from a combination of friends and family, angel investors and crowdfunding. The private company does not disclose financial information, but its co-founders say it has about 120 employees, and is profitable and growing rapidly. In barely six years, Halo Top has become North America’s sixth-biggest ice cream brand, with a 3.7 per cent market share in 2018, according to Euromonitor data. Halo Top’s simple proposition, paired with the online marketing savvy of Woolverton, 39, and his business partner Douglas Bouton, 33, has won over calorie-counting consumers. A 473ml tub of Halo Top’s Chocolate Chip Cookie Dough will set you back 360 calories, compared with 1,120 for the Ben & Jerry’s equivalent. Halo Top offers the indulgence of premium ice cream but with much less of the sugar and fat contained in traditional brands such as Ben & Jerry’s or Häagen-Dazs. The slogans encapsulate the promise that has earned the low-calorie, high-protein ice cream a legion of fans since it was created by Justin Woolverton as an experiment in his Los Angeles kitchen in 2011. Some might say we have an ice cream problem, but we see it as more of a solution.Lift the gold lid of a tub of Halo Top ice cream and you will be greeted with a cheery message printed on the seal, such as “Save the bowl”, “Stop when you hit the bottom” or “Guilt-free zone”. Today, we’re still working our way across the globe, one country at a time.Īnd finally, we created Halo Top Pops: small, delectable snack-sized ice cream pops of some of our most popular flavors so that we could continue eating more ice cream whenever and wherever we go. Naturally, with this growth, we didn’t think it was fair to keep our ice cream only at home, so we started sharing our love for ice cream internationally. In November 2017, Time Magazine named Halo Top one of its top inventions of the year. In August 2017, Halo Top became the #1 selling pint of ice cream in the U.S. So much so, we experienced a sudden tremendous growth that both overwhelmed and excited us beyond belief (somebody pinch us, please?). We hate to brag but our fans really liked our new flavors as much as they loved the original flavors. So, we released 7 more dairy flavors, then 6 non-dairy flavors…fast forward to today: we now have 25 delicious flavors, including seasonal only flavors like Key Lime Pie, Gingerbread House and Pumpkin Pie. We introduced 3 more dairy flavors, and people still wanted more. Luckily for us, people wanted more, and we were happy to oblige. We started out with four delicious flavors. So, we created delicious, creamy light ice cream that’s 280-380 calories per pint, so we could do just that. Well, it’s pretty simple: we liked ice cream so much, we wanted to eat it more. Why did we want to make light ice cream that tastes like ice cream. Which sounds silly, but when Halo Top first found its way into grocery store freezers, boasting fewer calories, less sugar, and higher protein than traditional ice cream, it became the first of its kind and created an entirely new category in ice cream.īut we’ll back up a second. Halo Top is light ice cream that actually tastes like ice cream. ![]()
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