Halo Top is shifting focus from the better-for-you ice cream space to the indulgent ice cream category with its newest release: Platinum Series.
According to the US brand, the range contains “all of the decadence, indulgence, and sweet chunks and swirls of traditional ice cream”, but with “significantly” fewer calories.
The line consists of three tub flavours – space candy, monster cookie and triple chocolate cake – each containing 680-690 calories, as well as three stick variants – vanilla crunch, salted caramel swirl, and cookies and cream – with 160-180 calories each.
Doug Bouton, CEO of Halo Top International, said: “In the past, if you wanted to indulge with regular ice cream, you had to consume astronomically high amounts of calories and sugar. But we wondered, what if that wasn’t the case?”
Three stick variants are available: vanilla crunch, salted caramel swirl, and cookies and cream.
Justin Ball, president of Halo Top International, added: “With the launch of Platinum Series in the UK before anywhere else in the world, the UK has now become the centre of innovation for the brand.
“We can’t wait for our UK fans to try Halo Top Platinum Series and realise that it’s just as indulgent and decadent as regular ice cream but somehow contains way less calories and sugar.”
Last month, Wells Enterprises secured a deal to acquire Halo Top for an undisclosed figure. In connection with the purchase, Wells agreed to license the Halo Top brand outside of the US and Canada to a new company, which will be led by Doug Bouton.
© FoodBev Media Ltd 2019