How halo top is conquering the ice cream biz — without ads _ cmo strategy – adage

When Liza Black found out Halo Top ice cream was on sale at ShopRite last month, she and her husband went on a mission. Is sugarcane juice fattening At one store, they bought four pints of the Peanut Butter Cup flavor. Growtopia sugarcane Then, standing in the freezer aisle of another ShopRite without a shopping cart, Ms. Sugar cane machine price in india Black was stacking pints up against her chest. Is sugarcane juice healthy A nearby shopper commented to the couple that they must really like the brand.


Is sugarcane healthy “She grabbed a pint and walked away before I could grab the entire freezer’s worth,” Ms. Raw sugar vs brown sugar Black said.

At a time when it’s tougher than ever for products to earn and keep a place in the highly competitive supermarket freezer case, pints of low-calorie, protein-packed Halo Top are selling out in some stores, even with relatively high prices and, for now, limited marketing.

“We can’t keep Halo Top on shelves, whether it’s in L.A., New York or Wyoming,” said founder and CEO Justin Woolverton. Raw sugar vs refined sugar His product, labeled as light ice cream and as a good source of protein, is sweetened with erythritol, organic cane sugar and organic stevia. Benefits of sugarcane juice for weight loss Vanilla Bean, Halo Top’s best-selling flavor, contains 60 calories and 6 grams of protein per half-cup serving. Sugarcane juice machine price in mumbai The same size serving of Haagen-Dazs has 270 calories and 4 grams of protein.

Eat the whole Halo Top pint? That’s OK. Largest producer of sugar in the world 2015 It’s a relatively guilt-free 240 calories. Candy cane sugar scrub In fact, some varieties come with instructions reading “Stop when you get to the bottom.”

Halo Top Creamery Founder and CEO Justin Woolverton Credit: Halo Top Creamery

Mr. Sugar cane train maui Woolverton, 37, founded Eden Creamery in 2011 and got his product in store freezers under that brand in June 2012. Sugar cane alley In 2013, he changed the name to Halo Top.

There are plenty of other lower-calorie frozen treats. Plant sugar cane minecraft Arctic Zero calls itself the pioneer of “Fit Frozen Desserts,” and its pints contain fewer calories than Halo Top. Sugar or honey Lighter ice creams such as Edy’s Slow Churned have been around for years.

But word of mouth has propelled Halo Top’s loyal following. Caster sugar vs cane sugar Sales in 2016 jumped about 2,500% from 2015, Mr. Sugar and cancer 60 minutes Woolverton said.

The brand’s sales at retailers hit nearly $66.1 million in the 52 weeks ended Feb. Sugar and cancer mayo clinic 19, with more than 13.5 million pints sold at an average price of $4.89, according to IRI.

That’s without traditional media spending. Sugar liquid “You can make $100 go a lot further through, say, a Facebook ad where you can target demographically, psychographically, geographically, et cetera, than by taking out ad space in a newspaper,” Mr. Sugar and cancer link Woolverton said. Sugar and cancer cells “If you can focus on people who actually want to see your ads, everyone is happier.”

theory Fitness Roscoe Village in Chicago, said she first learned about Halo Top from a paid post on Instagram about a year ago. Sugar cosmetics review She searched for a while, then found Halo Top at Whole Foods Market. Sugar eyeliner “Ever since then, I went on a rampage,” said Ms. Sugar pines apartments Nolan. Sugar pine realty “It became a hunt to try to find those flavors.”

For her, a half cup of Halo Top has become a guilt-free way to indulge. Sugar pine christian camp “It kind of takes the bad feeling out of it.”

When Ms. Sugar pine reservoir Black, from the Bronx, found Halo Top on sale for $1.88 at ShopRite, she stocked up and posted a photo of her haul on Facebook. Sugar pine campground “We’re still working through it,” she said.

Halo Top handles its own social media outreach and digital ads, though as it grows it is preparing to look outside for help.

For now, its in-house marketing team goes directly to representatives at Facebook and Google, rather than working with a main ad agency or media agency.

“We cringe at the thought of giving canned, corporate answers to everything. Sugar pine cones It’s so boring,” Mr. Sugar sugar games free Woolverton said. Corn syrup vs sugar Halo Top once tried having agencies design ads and social media posts. Sugar pine tree That lasted about a week. Sugar care “We came to the conclusion that no one could get our voice down as authentically as we can, so we decided to pull it back in-house,” he said.

Halo Top’s Twitter feed, with nearly 20,000 followers, is peppered with pop culture references, emojis and free-product giveaways. Sugar singer So is its Facebook page, where more than 400,000 like the brand. Sugar restaurant miami Then there are the thousands of fan posts tagged #halotop on Instagram, where the company has more than 325,000 followers.

Mr. Sugar restaurant peoria il Woolverton said he aims to keep thinking like a “small brand at heart.” Social and digital outreach “will almost certainly always be our main spends.” Even so, as the brand grows, he’s considering a broader outreach plan including traditional methods.

“We’re about to reach a certain ‘saturation’ point where we can do more traditional marketing—billboards, TV spots,” he said. Domino sugar careers “The downside with these traditional channels is that it’ll be harder to measure ROI, but now that people who see the ad will actually be able to go buy Halo Top, it’s an area we have to explore.”

Halo Top uses a sugar alcohol called erythritol to sweeten its products, along with organic cane sugar and organic stevia, a plant-derived sweetener. Us sugar careers Erythritol is said to be about 70% as sweet as sucrose. Its sugar careers It contains about two-tenths of a calorie per gram, while sugar contains 4 calories per gram. Sugarsync com According to the U.S. Sugar sink Food and Drug Administration, sugar alcohols are absorbed slowly and incompletely, and produce a smaller change in blood sugar levels than other carbohydrates. Sugar biology They also do not cause cavities. Facts about sugar cane Erythritol has a mild cooling effect in the mouth. How to harvest sugar cane And while erythritol is called a sugar alcohol, it does not contain the kind of alcohol in alcoholic drinks. Sugar vs high fructose corn syrup Erythritol is a key ingredient in the tabletop sweetener Truvia, whose marketers point out that erythritol can be found in fruits including grapes and pears as well as mushrooms and some fermented foods including soy sauce and wine. Invert sugar vs high fructose corn syrup – Jessica Wohl

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