“From small companies to the big big guys coming out to compete.” “Right now, we probably have some 20 knock-off brands,” Woolverton said. Halo Top says that’s because of more competition. Last year, unit sales were up 3.7% but dollar sales were down compared to the prior year.
Now, the company’s growth is more modest. Woolverton attributed the turnaround to three things: Flashier, Instagram-friendly packaging, a new recipe and a flurry of good press, including a GQ article penned by a journalist who ate nothing but Halo Top ice cream for 10 days. In 2017, Halo Top sold about 74.5 million pints. In 2016, that number spiked dramatically - to about 9 million. Halo Top, which is a private company, sold about 300,000 pints in 2015 according to data from IRI, a market research company. Then things changed: In 20, the product took off. Woolverton founded Halo Top in 2011, and “2012 to 2015 were very lean years,” he said. The pops come in strawberry cheesecake, mint chip, peanut butter swirl and chocolate chip cookie dough. Later, the pops will come to the Northeast and hit some national retailers this spring. Shoppers will first be able to find them in Midwest states, Texas and California. Halo Top pops hit some retail shelves and the company’s national online store on Tuesday. So the pops make for a “pretty cool juxtaposition” with Halo Top’s core product, he said. Customers who want to eat the entire pint in one sitting know immediately how many calories they’ll be consuming. Woolverton says the pops are “very snackable,” unlike the pints, which are “made for volume eating.”Įach Halo Top pint displays the number of calories on the front of the package.
They come in strawberry cheesecake, mint chip, peanut butter swirl and chocolate chip cookie dough. The new bars, which come in packs of six, are Halo Top’s first non-pint retail product. New products like the ice cream pop can help the company grow in a more sustainable way.Įach pop contains between 50 and 60 calories. Halo Top, known for making pints of low-calorie ice cream, is trying something new: Ice cream bars.Īfter a few years of meteoric growth, the small company is “maturing,” Halo Top CEO Justin Woolverton told CNN Business.
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