M Salted Caramel Ice Cream

Source: Morrisons

The design is reminiscent of Halo Top, the leading reduced-calorie ice cream brand

Morrisons has become the latest big grocer to join the healthier ice cream trend, launching a trio of sharing tubs.

Cookie Dough, Peanut Butter and Salted Caramel are available from “the majority of stores”, with a price of £2.50 for 480ml. The design is reminiscent of Halo Top, the leading reduced-calorie ice cream brand, as are the calorie and protein contents.

Morrisons’ own-label options provide 285kcals to 345kcals a tub, while Halo Top has between 280kcals and 360kcals. Both ranges are high in protein.

“These Morrisons ice cream tubs are lower in calories than alternatives recently launched in other UK supermarkets,” said the Bradford-based supermarket.

They follow the arrival of both Aldi and Asda’s own-brand alternatives to the likes of Halo Top, Oppo and Ben & Jerry’s Moo-phoria.

Aldi began nationwide rollout of two lower-cal, high-protein ice creams under its Gianni’s brand in early March, offering Salted Caramel (302kcals per tub) and Choc Chip Cookie Dough (352kcals). At £1.99 for 480ml, the variants costs less than half the £5 rsp of Halo Top.

February marked Asda’s own-label debut in the better-for-you ice cream sub-category. Its range comprises Peanut Butter, Birthday Cake and Vanilla, with calories between 332 and 392 per tub. Price is £2.50 for 473ml.

Halo Top has brought its handheld ice cream to the UK. Unveiled in early February in the US, the quartet (rsp: £5/4x100ml) has rolled into Tesco, providing 80 to 100 calories per serving. Strawberry Cheesecake is joined by Sea Salt Caramel, Peanut Butter Swirl and Birthday Cake.