On SeptemHalo Top announced sale of its US operations to Wells Enterprises for an undisclosed amount. Woolverton met Bouton, another former attorney, in an amateur basketball league. The company was run by Woolverton and Doug Bouton, president and COO. Halo Top sales fell the most rapidly of all ice cream brands, even as ice cream sales as a category rose, led by high-fat "premium" brands such as Magnum and Häagen-Dazs. Additionally, during the first year of the COVID-19 pandemic, consumers began to shift away from lower-calorie ice cream. The decline was attributed in substantial part to competition from major brands as well as private label products which made similar lower-Calorie, lower-sugar products. However, 2017 proved to be the peak of Halo Top's sales, whose dollar value declined for each of the ensuing four years. Īlso in 2017, Halo Top won several international prizes, including an Institute of Taste Test Award, a Lausanne Index Clean Food Prize, and it was named "Food Disruptor of the Year" by Food Dive and one of The 25 Best Inventions of 2017 by Time Magazine. By September of 2017, it had grown to 50 employees and was sold throughout the United States, Australia, New Zealand, Mexico, Canada, Ireland, Germany, Finland, the Netherlands, and the United Kingdom. In July 2017, Halo Top became the best-selling ice cream pint at grocery stores in the United States, surpassing in popularity the Ben & Jerry's and Häagen-Dazs brands, which previously held that distinction for years. Halo Top launched in Los Angeles on June 15, 2012, and annual sales grew up around 2,500% during 2016 and continued to increase in 2017, despite a retail price of $5 per pint. The company describes its product as the first ever "lifestyle" ice cream that can be eaten daily without overwhelming a typical caloric intake diet, but nutritionists have expressed that "'just because it's a slightly better choice does not mean that it is a good choice.'" In order to create a long-lasting formula that could sustain shipment through the supply chain, Woolverton went to California Polytechnic State University, San Luis Obispo Dairy Innovation Institute, where he was able to refine and polish the formula with a contract manufacture. In the early stages of Halo Top, Woolverton continuously experimented, tweaking and improving the ingredients for over a year. Woolverton had begun making ice cream in his own kitchen with the goal of reducing his consumption of carbohydrates and refined sugars. The ice cream brand was founded around 2011 by former attorney Justin Woolverton of Latham & Watkins LLP. The brand is marketed as a lower-calorie alternative, partially substituting sugar with stevia, a plant-based sweetener, and erythritol, a sugar alcohol.įounded in 2011 by former attorney Justin Woolverton, it is now owned by Wells Enterprises. Halo Top Creamery is an ice cream company and brand sold in the United States, Australia, Mexico, Canada, Ireland, New Zealand, the Netherlands, Germany, Denmark, Taiwan, Hong Kong, South Korea, Austria, United Kingdom and the United Arab Emirates. United States, Australia, Mexico, Canada, Ireland, New Zealand, France, the Netherlands, Germany, South Korea, Hong Kong, Taiwan, Austria, Norway, Bahrain, Denmark, Croatia and the United Kingdom
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