Posted on : 2022-10-02 21:43:26
Article : Good morning, Monday Management solution for TASK 210 – “Halo Top” ice-cream brand conquered the market with simple vision and large manufacturers had to follow the suit.
Halo top is an ice cream brand from Los Angeles that conquered the market with Ten unique flavors including pancakes & Waffles and Ginger bread house alongside of similar classic flavors of its competitors but Its Chocolate Chip Cookie Dough offers 360 calories less per tub than the Ben & Jerry brand. The success of Halo-Top is its product positioning as less calorie-high protein ice cream, offering better digestive health with more live probiotic bacteria in every pack. The brand marketed more on social media targeting health consciousness and maintaining a low media budget than in-store promotions. This made “Halo Top” as dearer brand for consumer preference.
Unilever as a leader has many creamy rich brands in their stable but missed the trend of low calorie- high protein ice-cream. With the success of Halo top, recently Unilever as their version of health-conscious segment launched a new deliberately misspelled “Culture Republick” with Turmeric Chai & cinnamon, Cold Brew & Chocolate Chip, and Matcha & Fudge ingredient flavors ranges.
To lowdown the Halo Top market domination made Unilever put in efforts to bring in “Culture Republick” and also pledged to donate 10% of its profits to local arts groups. Culture Republick is more a mainstream though it is far distant from its other sugar laden Magnum ice cream brand variants. This turn of market situation has made other leaders Kraft Heinz, Mondelez and Danone to shift their focus on healthier versions of ice creams.
End point-The point to ponder is many a time more than 35% of ice cream consumers look for healthier variants of ice creams, so brand manufacturers have to put in more efforts on market competitive intelligence and R&D for product innovation with healthy offering alternatives to the consumers which is most important to win the market place.
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