A number of high-protein ice creams saw success in the global market in 2018 – including low or no sugar formulations.
Indeed ‘added protein’ was listed as an influencing factor among shoppers – particularly younger demographics – that could encourage increased consumption of ice cream, according to Mintel consumer research. Just under one-third of consumers aged 16-24 in Germany agreed with this statement.
“The pioneer for calorie-reduced and protein-rich ice cream has been Halo Top,” says Mintel’s Jarocka. Halo Top is sold in 500ml tubs that contain between 280 and 360 calories, and up to 20 g of protein. Flavours include sea salt caramel, cinnamon roll, and peanut butter cup.
It also recently launched Halo Top sticks, which contain between 80 and 100 calories each.
The US brand, which swaps out sugar for organic stevia and erythritol, targets consumers wanting indulgent but healthy ice cream, says Jarocka. “In comparison to other ‘better-for-you brands, the manufacturer’s low-calorie appeal is helped by its packaging design that prominently features the number of calories on the front of the package as part of the permissible indulgence positioning.”
Breyers Delights is another brand that displays its calorie count front-of-pack. The company's salted caramel cake flavoured ice cream is high in protein and contains 340 kcal per tub - approximately 30% less than conventional ice cream.
The move towards clear on-pack nutritional information is in line with consumer expectations, says Jarocka: "As many as four in five Spaniards [say] that calorie content of ice cream should be clearly stated on-pack."