“But there are now too many brands for the space, so retailers will cull the brands and keep the best ones.”
“It validates the market for healthier ice cream, which we pioneered,” says Bouton. The company’s US retail sales in 2018 fell 6.4 per cent year on year to $329m, while units sold rose 4 per cent to 77.5m, according to IRi, a Chicago-based market research firm. 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.īouton says the new rival brands were not totally unwelcome, although their arrival slowed Halo Top’s growth last year. 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.
0 kommentar(er)
