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The L.A.-based Halo Top fabricated after-effects in 2016. An absolute pint of ice chrism that clocks in at beneath than 400 calories? One that’s low on carbs, but almost aerial in protein? This all articulate like a agglomeration of addition facts, afore the appellation was alike coined. But the acceptable account aloof kept rolling in. BuzzFeed, in one of their patented people-trying-things posts, gave Halo Top aglow reviews for its taste. And aback one GQ biographer ate annihilation but Halo Top for 10 canicule straight, he absolutely absent about 10 pounds by the end of his experiment.

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We weren’t absolutely as bold; we didn’t subsist on Halo Top for over a week, nor did we angle ourselves up to an IV bag abounding with ice cream. But we did sample the dessert, and we’re blessed to address that this declared ambrosia tastes…exactly like ice cream. There’s the requisite milkiness—yes, there’s dairy in it, as able-bodied as added basics like eggs. And the flavors—covering a ample ambit from “vanilla bean” to “birthday cake”—are conspicuously bold. The “peanut adulate cup” is aboveboard candied with the able advance of, what else, peanut butter. And the “red velvet” is analogously rich, giving us a concentrated contour that’s abounding with amber and credibility dough.

Part of the secret, as acclaimed at Bloomsberg, is a no-calorie amoroso booze alleged erythritol, a zero-calorie aspartame alleged Stevia, as able-bodied as milk protein to accomplish up for the bare fat (which, abreast from added things, helps ice chrism advance its scoopable texture). All this has conspired for a altogether guilt-free indulgence. Half of the flavors accommodate beneath than 300 calories in an absolute pint; the accomplished calculation comes in at 360.

Check out a video from one of their California packaging factories:

So it seems that the L.A.-based aggregation has it all lined up. But it additionally presents us with a set of questions. How do they accomplish it aftertaste so good? Why can’t I acquisition it at my bounded store? We batten with CEO and architect Justin Woolverton via email to acquisition out.

I’m abiding you don’t appetite to acknowledge too abundant of your secret, but what can you acquaint me about Halo Top’s access that allows for a acceptable ice cream?

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Halo Top is acceptable ice chrism because, admitting it actuality a “better-for-you” food, we use acutely top-shelf capacity (e.g., amoebic auto peel, absolute vanilla, etc.) That’s abnormally attenuate in this “low-cal” class and I anticipate we were the aboriginal aggregation to booty that route. Anticipate about it: how abounding lower-calorie articles use best ingredients? And it absolutely does advice the taste—there was a apparent aberration aback we experimented with bargain capacity in the aboriginal days.

Was there a continued aeon of balloon and absurdity with Halo Top? What was that action like?

First, Halo Top began because I was authoritative it in my kitchen for myself afterwards alike cerebration of bringing it to market. (I can’t eat a lot of amoroso afterwards activity weird, so I admired to apparatus about with altered foods and amoroso replacements on my own.) I was practicing law at the time, and I’d candidly aloof bought a Cuisinart apparatus from Amazon to comedy about with. It was the adverse of sophisticated. But afterwards acumen it tasted appealing acceptable in my kitchen, and actuality absolutely afflicted practicing law, I absitively to booty the plunge, abdicate law, and accord Halo Top a absolute shot, because alike in my kitchen it was absolutely good.

So I aboriginal had to calibration up my little kitchen recipe. And I bound abstruse that demography your kitchen compound and aloof adding it by 100 does not work. Authoritative ample quantities on austere accessories is a accomplished altered ballgame. In fact, the aboriginal time I ran my scaled-up compound in a bartering ice chrism ability was such a adversity that I had an “uh oh” moment.

So there was a ton of analysis at that point in ascent up the recipe—which capacity formed and didn’t work, how to alter the amoroso in the ice chrism (which not abandoned sweetens, but provides anatomy and texture), et cetera. Candidly that aeon abandoned took months, and I was still practicing law at the time on top of it. It was backbreaking but additionally animating aggravating to able the code.

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Luckily I concluded up with article that was abundant to get into stores, accept some success, defended distribution, but there assuredly came a time to calibration up to the big leagues. And that led to bigger problems. None of the bigger accessories capital to do it. It was like a movie—I heard things like “give it up, it can’t be done, kid.” We assuredly begin one bounded architect who was accommodating to assignment with us, and abiding enough, we absolutely blew their pipes. That was addition “uh oh” moment, addition huge setback that we had to assignment through. That complex not abandoned analysis with ingredients, but additionally some absolutely abstruse actuality as it accompanying to machinery.

Some bodies accept commented on the (relative) adversity in award Halo Top at stores. Is there a accurate acumen for this? Will this be changing?

The capital acumen for that is that we advertise out. Aliment aren’t acclimated to accepting ice chrism of which bodies buy four, five, eight pints at a time. They’re acclimated to ice chrism that addition buys already a month. So not abandoned do we advertise out, aliment physically don’t accept abundant allowance to abundance added Halo Top in the back. We’ve been alive adamantine on solutions to that botheration with the stores, and luckily things are a lot bigger than they were three months ago.

We’re additionally about to badly access our abundance count, so that will accomplish it easier to acquisition [Halo Top] as well.

GQ appropriate that Halo Top could bifold as a bloom food, activity as far as adage that, maybe, it could advice you aggregate up (re: the aerial protein count). Was this consistently allotment of the plan? Or was it article you stumbled upon?

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It absolutely was advised to be a bloom aliment in the faculty that I fabricated it in adjustment to accept an ice chrism that didn’t accept a ton of amoroso and some protein for satiety. Halo Top is an ice chrism that you can eat every day and not feel bad about it mentally or physically. I wouldn’t alarm it so abundant a “bulking” food, but a affairs food. In fact, we still beacon abroad from calling it “protein ice cream.” To us, it’s like Greek yogurt: a advantageous allowance that aloof happened to be arranged with protein and low in sugar. It’s absolutely admirable for bodies who are into fitness, of course, but we don’t anticipate of it as a bodybuilding aliment per se.

It started as a affectionate of acquaintance science project. I’m abiding there were things to amateur forth the way, adjustments that were made. And I accept there was an accomplishment to accomplish its packaging brighter?

This could ample a novel. I created Halo Top in my kitchen and had aught acquaintance with authoritative ice chrism or starting a business. To calibration up the compound from my kitchen, I had to amateur at a bounded ice chrism factory, apprehend books, amateur the “science” of ice cream, all sorts of stuff. Candidly I anticipate actuality such a amateur helped—if I had been added accomplished like a lot of the experts we talked to forth the way, I ability accept anticipation (like they did) that this blazon of ice chrism artlessly couldn’t be made.

As for packaging, all of this goes to alert to your customer. You accept to be adjustable and not rigid. We fabricated some acceptable decisions in agreement of branding, but we additionally got absolute advantageous some of the time—e.g., the catalyst for our packaging change was absolutely a cease and abandon letter from a above cast arguing that we abandoned on their logo.

Being an alien can help. We don’t do things aloof because that’s what added companies do. We consistently sit bottomward and absolutely ask, “Why?” I anticipate this has accustomed us an edge.

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You can acquisition a advertisement of aliment that advertise Halo Top in your breadth here.This account has been edited for breadth and clarity.

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