In Ice Cream War, Upstarts Grab Freezer Space From Ben & Jerry’s

The conflict in a freezer box is heating up. That means some-more bad news for Big Food.

A tiny though flourishing span of upstarts is grabbing marketplace share as Nestle SA and Unilever NV, reigning emperors of ice cream, watch their brands slump.

Now a newbies themselves are going conduct to head. Yasso, a builder of solidified Greek yogurt bars, is rising a line of pints in a approach plea to Halo Top, a low-calorie ice cream whose sales ballooned to scarcely $300 million final year. Yasso hopes to attract variable business who wish to eat healthier though are also drawn to indulgence.

Yasso, that surpassed $75 million in sell sales final year, catapulted into perspective a few years ago when a bars were speckled in a design posted on Facebook by football star Tom Brady, famous for his finicky, health-conscious eating. The association thinks fans of low-calorie ice cream — Halo Top pints normal about 300 calories — will ride toward a product with fewer calories than a allied assisting of Ben Jerry’s, though charity a hold some-more decline than healthier Halo Top.

“People get fatigued when they comprehend it doesn’t ambience good,” pronounced Drew Harrington, who runs a Quincy, Massachusetts-based association along with co-founder Amanda Klane. “We consider they’ll be some-more meddlesome in immoderate Yasso over some of those diet brands.”

Brownie Chunks

The new Yasso pints have between 400 and 600 calories and underline mixture like spirit chunks, caramel swirls and cookie dough. The association isn’t categorically pulling a pint as a portion size, though it credits Los Angeles-based Halo Top with convincing people that it’s not a start of a contrition turn to breathe a whole pint in a singular sitting.

“I used to consider a full pint was customarily for my unhappy nights,” Klane said.

Halo Top combines low calories with a savvy social-media participation and adorned packaging. Sales soared some-more than 1,600 percent final year. Yasso sales rose 22 percent final year, according to information from IRI, a Chicago-based market-research company. Its bars will be accessible in some-more than 15,000 stores national this year.

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