Halo Top is moving into traditional ice cream with the launch of its first products made with real cream and sugar.
The cult brand has unveiled a new ‘Platinum Series’ of ice cream tubs (in Space Candy, Monster Cookie and Triple Chocolate flavours) and bars (in Vanilla Crunch, Salted Caramel Swirl and Cookes & Cream).
Despite the addition of cream and sugar, Halo Top said they were still healthier than mainstream competitors, coming in at 680-690 calories per 473ml tub and 160-180 calories per 50g bar.
Halo Top CEO Doug Bouton slammed the traditional ice cream category. “There hasn’t been significant innovation in that space in decades,” he said. “In the past, if you wanted to indulge with regular ice cream, you had to consume astronomically high amounts of calories and sugar.”
The range is launching in the UK ahead of other markets, which Halo Top said “marks Halo Top International’s recognition of the UK as the most important market for the brand globally”.
Halo Top marked the launch by running a Halo Top ‘bank’ in London’s Shoreditch this week, where it gave away free servings to fans.
Halo Top was snapped up by US ice cream giant Wells Enterprises for an undisclosed sum last month.
The brand’s tubs alone grew sales by £10m to £23.3m over the past year, outselling tubs from long-standing competitors such as Wall’s and Magnum. Its handheld ice creams, meanwhile, racked up value sales of £2.1m [Nielsen 52 w/e 7 September 2019].