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Emerging Brands

Halo Top launches ice cream shops

Halo Top, the low-calorie, high-protein ice cream brand that has become the top-selling pint in American grocery stores, is branching out from the freezer case to open its first brick-and-mortar scoop shop.

The shop is slated to open on Nov. 15 at the Westfield Topanga Mall in Los Angeles, with another unit scheduled to open at nearby Westfield Century City by the end of the year, according to media reports.

The Halo Top Scoop Shop will sell four soft-serve flavors as well as seven scoopable pint varieties. The ice cream will be offered in cake, sugar, waffle and puffle cones, as well as sandwiches (made with vegan, high-protein cookies) and tacos with waffle cone shells. Topping choices include marshmallow sauce, mango and mochi.

“The only time I ‘cheat’ on Halo Top is when I get frozen yogurt loaded with toppings," Halo Top founder and CEO Justin Woolverton said in a press release. "Our goal with the Scoop Shop is to let our fans add all the toppings they could possibly want to a soft serve version of Halo Top—which is incredibly delicious and ditches the tanginess of frozen yogurt.”

The company is also rolling out the Halo Top Scoop Shop App, a loyalty program that offers free ice cream and other prizes.

Halo Top debuted in 2012, boasting pints of ice cream with between 240 and 360 calories and about 20 grams of protein. In July, the company announced it had surpassed Ben & Jerry’s and Haagen-Dazs in retail sales. Halo Top saw a 2,500% increase in sales from 2015 to 2016, according to company data.

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