Kroger Launches Halo Top Challenger – Simple Truth Low Cow Ice Cream

Cincinnati-based grocer Kroger has introduced a private brand challenger to the wildly successful low-calorie ice cream Halo Top which has taken America by storm. Between 2015 and 2016, Halo Top’s sales soared by 2,500%, and in 2017 the brand gained a shelf space at Walmart and launched its first national advertising campaign. Halo Top’s primary selling point is that an entire pint contains 240 to 350 calories or approximately as many calories as other ice creams contain in a single serving and it tastes ok.

Last month, Kroger’s Simple Truth private brand launched a sub brand of Simple Truth designed to extend the brands promise into the category “Simple Truth Low Cow” lite ice cream. The product is sweetened with erythritol and stevia (12 grams of sugar per pint.)

And of course, it adopts the traditional private brand pricing strategy coming in at $4.49 per pint 25.2% cheaper than Halo Top’s $6. Each pint ranges between 240 and 280 calories, with 24 grams of protein and only 6 grams of fat and 46 grams of carbohydrates.

The Krogerwebsite presents the new product this way:

I Scream, You Scream…
We all Scream for NEW Simple Truth
Low Cow Lite Ice Cream

New Simple Truth Low Cow Lite Ice Cream is rich in flavor and oh-so-creamy in texture, yet high in protein and low in calories. This delicious frozen treat has been carefully crafted to taste and eat just like your favorite ice cream. But the cherry on top of this ice cream is that it contains 75% less fat and 55% fewer calories than regular ice cream. In addition, Low Cow is non-GMO, gluten free, and made with absolutely no artificial ingredients or preservatives.

Say hello to your new favorite sweet treat and say goodbye to feeling guilty about polishing off an entire pint of ice cream in one sitting. Actually, we would encourage you to brag about it! Just be sure to tag us @simpletruth4u when you do!

Check out our 6 flavors below. From your traditional flavors of Vanilla and Chocolate, to the always popular flavors of Sea Salt Caramel and Mint Chocolate Chip, to the unforgettable cake flavored extravaganza of Birthday Cake and Lemon Cake, all our Low Cow flavors are sure to wow.

So what are you waiting for?! Grab a pint (or two… or three…), a spoon, and enjoy!

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.