The Ledger
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Bosch: Retail packaging must communicate its value proposition within three seconds
“Like, the notion of, you know, three seconds or less consumers have to understand what you're Doing and be compelled enough to pick it up off shelf.”
Burnout drove Woolverton to refuse a multi-year earnout when selling Halo Top
“That was one of my conditions, because like I said, one of the reasons I wanted to sell was that I was just flat out burnt out, and so one of the conditions was, I'm not doing a thing. I mean, I was willing to stay on for three to six months to transition to t…”
Light ice cream offered better defensibility against incumbents than frozen Greek yogurt
“All of these Greek yogurt companies, whether it's Chobani or whether it's just Ben and Jerry's or something, they could make a frozen Greek yogurt at the snap of their fingers. Whereas my little light ice cream concoction was much more unique and had a differe…”
Early Facebook ads let brands link page likes directly to in-store purchases
“They could track if you liked a page on Facebook and They could track that, link it to your wallet, and find out what type of products you were buying at the store.”
Halo Top generated more revenue in March 2016 than all of 2015
“In March 2016, in that month alone, and March isn't a great month for ice cream, March 2016 alone, we did more revenue than the entirety of 2015.”
Bosch: The candy aisle saw no product innovation since the 1930s
“Almost every vertical by then There had been innovation. In the ice cream aisle, Halo Top Creamery was blowing up at that time. In chips, there were all sorts of things, but nobody was innovating in Canada. It was the same thing that we were enjoying that our …”
Harrington: Yasso Pulled Its Eight-Flavor Pint Line After One Year
“So we went into pints with
Eight flavors, and we got some distribution, and it was in those moments that we truly realized the marketing frenzy that was happening by some of these brands that was creating the velocities that were contributing to their revenue…”
Severe burnout forced Woolverton to sell Halo Top instead of competing
“If I were refreshed, I probably would have just held onto the company and kind of relished the challenge of getting through all these competitors and having a competitive market, but I was just burnt out, to be perfectly honest, and I was like, I cannot deal w…”
Woolverton personally placed Halo Top in 25 stores before securing a distributor
“I think I got into about just like, 20, 25 stores on my own, and then I got into a certain chain that was big enough that they then forced their distributor to take me on.”
Halo Top intentionally targeted Greek yogurt fans rather than ice cream purists
“Our main target was, I always just basically said soccer moms. The type of people who liked Greek yogurt, you know, more or less. It wasn't ice cream Gourmet people who tended to be the people who hated on top the most.”
Woolverton credits the Greek yogurt boom for enabling Halo Top
“I don't think there would be a Halo Top without Greek yogurt.”
Woolverton experimented with adding vodka to prevent Halo Top from freezing solid
“I actually at one point experimented putting a little bit of vodka into Halo Top. I'm not kidding. I'm not kidding.”
Retaining 100% control allowed Woolverton to sell Halo Top without board approval
“I did have a hundred percent control, so when it came time to the sale, there, it was extremely easy. I mean, if we like the terms. Yeah, I, but just with a signature, you know, you could kind of, there was no board to run it past or anything like that.”