From disruption to distinction: turning a disruptive concept into a brand to believe in.
When Halo Top entered the UK market, it did something bold. It asked people to rethink one of life’s greatest indulgences, ice cream, not as a guilty pleasure, but as a smart, feel-good choice. With low-calorie, high-protein varieties, Halo Top flipped the script on traditional ice cream, offering a new narrative: dessert without the regret. It was a disruptive move in a market steeped in nostalgia and sugar, where health and indulgence rarely coexisted to that point.
I was fortunate to work with Halo Top following its UK launch, part of a broader team in the agency at the time who, armed with our spoons at the ready, were committed to securing the next big scoop for the brand or bringing a new flavour to the freezers of the growing army of die-hard fans.
Growing its profile in the UK as a category disrupter was built around the promise that you didn’t need to compromise on flavour. I recall the response when Halo Top first hit the shelves – health-conscious consumers, fitness enthusiasts, and curious foodies all eager to get a taste of something that promised both flavour and function. Granted, creating a buzz about ice cream and carefree bliss doesn’t sound like a tough sell, but how do you get people to buy into something that challenges everything they know about comfort food?
As consumers, we’re increasingly drawn to brands that offer more than just a product. But for challenger brands with an unproven or unconventional concept, the hurdle is two-fold: first, making their vision feel relatable and achievable, and second, earning the trust needed to grow. The power of brand and communications in this process can’t be overstated.
Every successful business starts with an idea. But when that idea goes against category norms, like “healthy ice cream”, trust becomes the most valuable currency. Without a legacy or long-standing credibility, early-stage brands need to find other ways to prove themselves.
Halo Top navigated this masterfully. It led with transparency; nutritional facts front and centre on packaging, with calories per tub boldly printed where competitors hid theirs. It leveraged social proof through fitness influencers and lifestyle creators, who became unofficial ambassadors of the brand’s promise: indulgence without compromise. The brand also sparked a broader cultural shift, becoming part of a wellness movement that redefined what a treat could be.
For any impact-driven or unconventional brand, the takeaway is simple: people won’t engage with what they don’t understand, and they won’t believe in what they don’t trust.
But belief doesn’t come from beautiful branding alone, it comes from clarity of purpose. People rally behind brands that help them feel better, live better, or do better. For Halo Top, that meant solving a familiar tension: the desire to enjoy dessert, without abandoning health goals. Its mission was clear, and it made sure consumers understood not just what the product was, but why it mattered.
Then there is the emotional connection. Halo Top tapped into a growing shift in consumer behaviour, the merging of wellness and lifestyle, giving people permission to indulge in a way that felt aligned with their values. By showing real people enjoying real results, the brand felt accessible, not aspirational. In this case, the Woosah was in providing contextual clarity for customers – a moment that reminded them, “I can indulge and still feel good. I don’t have to ‘earn’ this or feel bad afterwards. This fits my lifestyle.”
Then there’s distinctiveness. Great brands don’t just look good, they stand out. Halo Top’s packaging, tone of voice, and cheeky product names all reinforced its unique position. It made people stop, smile, and try something new. And crucially, it was consistent across every touchpoint.
But the real tipping point for any challenger brand is when customers don’t just consume, they advocate. Halo Top built a tribe. From word-of-mouth buzz to repeat purchase loyalty, its early adopters helped it scale into supermarket freezers nationwide.
For brands like Halo Top, success isn’t just about having a good idea. It’s about making people believe in it. By building trust, articulating a clear purpose, and turning customers into champions, new brands can cross the gap between a disruptive concept and a beloved staple.
They say the proof of the pudding is in the eating. Even better when it doesn’t come with a side of guilt.