With so many options, the frozen aisle at Trader Joe’s can get a little overwhelming. There are always over a dozen flavors of Trader Joe’s ice cream, not to mention other frozen desserts.
According to my research, there are currently 17 full time Trader Joe’s ice cream and non-dairy frozen desserts available. And that’s not even including the limited edition ice creams that are always coming and going.
I’ve taken the liberty of ranking each option that’s currently in their freezers, so you don’t have to make a wild guess at what flavor to pick up next.
- 17. Strawberry Non-Dairy Frozen Dessert
- 16. Frozen Vanilla Greek Fat-Free Yogurt
- 15. Light Vanilla Ice Cream
- 14. Soy Creamy Vanilla Non-Dairy Frozen Dessert
- 13. Super Premium French Vanilla Ice Cream
- 12. Organic Vanilla Fudge Chip
- 11. Chocolate Non-Dairy Frozen Dessert
- 10. Soy Creamy Chocolate Cherry Chip Non-Dairy Frozen Dessert
- 9. Ultra Chocolate Ice Cream
- 8. Coffee Bean Blast Ice Cream
- 7. Mint Chip Ice Cream
- 6. Peanut Butter Tracks Ice Cream
- 5. Salted Caramel Gelato
- 4. Golden Caramel Swirl in French Vanilla & Chocolate Ice Cream
- 3. Cookie Butter Ice Cream
- 2. Kona Coffee Cookie Mocha Swirl Ice Cream
- 1. Joe-Joe’s ’n Cream
- Seasonal Flavors
- Ice Cream Treats
- Discontinued Flavors
- Trader Joe’s New Protein Ice Cream Comes In Halo Top-esque Pints
- Commander 2015: “Swell the Host” Deck (Green/Blue) Commander 2015 – Preconstructed Decks
- Nutritious but Delicious: The Scoop on ProYo’s High-Protein Ice Cream
- ProYo Ice Cream is Making Dessert Healthy so we All Win
- Halo Top Completely Conquered Freezer Shelves. Are Scoop Shops Next?
- What Is ProYo Ice Cream? Trader Joe’s Is Carrying A Halo Top Competitor That Is Only $2 A Pint — UPDATE
- What is ProYo?
- certified gluten free certification.
17. Strawberry Non-Dairy Frozen Dessert
Dead last is a hard spot for this first Trader Joe’s ice cream, but when you put it in perspective, it’s still head and shoulders above its competitors.
Personally, I’m not a huge fan of strawberry ice cream, but the complement of coconut flavor from the coconut milk makes it better than your average strawberry ice cream.
16. Frozen Vanilla Greek Fat-Free Yogurt
If you’re looking for a healthier alternative to ice cream, this is a good option. Personally, I think it’s a little lacking in the flavor department. If you like the tang of Greek yogurt, you’ll like this one because it shines through the light vanilla flavor.
15. Light Vanilla Ice Cream
Another healthier version of traditional vanilla ice cream, this one doesn’t have that weird tartness from the Greek yogurt. It does, however, have a slightly icy texture due to the low fat content that I think takes away from the flavor.
14. Soy Creamy Vanilla Non-Dairy Frozen Dessert
Next up in Trader Joe’s lineup of vanilla frozen treat options is this flavor that’s great for vegans and those with dairy sensitivities. The ‘creamy’ in the name is no misnomer. Despite the lack of dairy, this flavor will blow you away in the texture department.
13. Super Premium French Vanilla Ice Cream
This vanilla flavor has the most calories, but they’re well worth it in my option. The vanilla flavor is the richest and the mouth feel is the creamiest of all the Trader Joe’s flavors, I think. If you’re a fan of vanilla ice cream, you won’t want to miss this.
12. Organic Vanilla Fudge Chip
This flavor is a step up from your traditional chocolate chip ice cream. The fudge chips are a nice added crunch that melt and coat your tongue in creamy chocolate.
As an added bonus, all the ingredients are 100% organic, so you’re not flooding your body with additives that those other ice cream brands are full of.
11. Chocolate Non-Dairy Frozen Dessert
Because this flavor is made with coconut milk, it’s infused with the slightest hint of coconut that goes really well with the rich chocolate.
The only thing that this frozen dessert is missing is the creamy decadence that you can only get from true dairy ice cream. But, with great flavor, this is a great option if you’re avoiding dairy.
10. Soy Creamy Chocolate Cherry Chip Non-Dairy Frozen Dessert
Chocolate and cherries are almost as classic a flavor combination as chocolate and peanut butter or sea salt and caramel.
This soy, creamy base will leave you questioning why you were ever so attached to ice cream in the first place. You’ll get cherries and chocolate chips in every bite, no searching for chunks required.
9. Ultra Chocolate Ice Cream
Out of all the Trader Joe’s ice creams with chocolate, this one takes the trophy for the richest chocolate flavor. The base is super creamy, but even if it wasn’t I wouldn’t mind because it takes almost like eating a straight chocolate bar. And I’m all for that.
8. Coffee Bean Blast Ice Cream
This ain’t your traditional coffee ice cream that has a faint hint of watered-down coffee flavor. TJ’s leaves no question of the flavor by adding brewed Colombian coffee in addition to ground french roast coffee beans, resulting in a bold and intense flavor that will open your eyes at night.
7. Mint Chip Ice Cream
The super premium label on this ice cream assures that the base will be thick, rich, and creamy. It’s not overchurned with a ton of air like some other brands. Plus, you’re getting real, fresh mint flavor with none of the fake added coloring or artificial ingredients that many other mint ice creams rely on.
6. Peanut Butter Tracks Ice Cream
This ice cream features a handful of delicious Trader Joe’s classics that come together to make one of my favorite ice cream flavors.
It starts with the super premium French vanilla ice cream. Then, mini peanut butter cups that make Reese’s seem like an amateur candy are swirled in, along with caramel. It’s a whole sundae in one scoop.
5. Salted Caramel Gelato
This dessert combines the classic flavor combination that everyone already loves, sea salt and caramel, with gelato. It’s denser, richer, and creamier than traditional ice cream, but it’s still lower in fat and calories. It’s a win-win dessert choice.
4. Golden Caramel Swirl in French Vanilla & Chocolate Ice Cream
This decadent flavor combines two of Trader Joe’s richest ice creams to begin with, Ultra Chocolate Ice Cream and Super Premium French Vanilla Ice Cream.
Then, it ties them together with a caramel swirl. It’s like neapolitan ice cream without the strawberry that everyone avoids anyway.
3. Cookie Butter Ice Cream
I’m a huge fan of the biggest chunks possible in my ice cream, but with this decadent base, I agree that they’re not totally necessary.
Even so, TJ’s overdoes itself with pieces of cookies along with plenty of Speculoos cookie butter swirled through TJ’s rich vanilla ice cream.
2. Kona Coffee Cookie Mocha Swirl Ice Cream
The newest addition to TJ’s repertoire of ice creams, this dessert is one you won’t want to miss. The huge chunks of Kona coffee shortbread cookie mix perfectly with the decadent mocha fudge swirl and creamy, rich ice cream for a full dessert in one scoop. No toppings necessary.
1. Joe-Joe’s ’n Cream
Cookies and cream is my all-time favorite flavor of ice cream and I never get it anywhere besides Trader Joe’s. After trying this flavor, with huge chunks (I’ve found whole cookies in there before) and thick, creamy vanilla ice cream, I’m disappointed every time I eat cookies and cream ice cream from anywhere else.
Although they’re not available year-round, the pumpkin ice cream and peppermint Joe Joe’s ice cream flavors are arguably the best in TJ’s repertoire.
The pumpkin ice cream is the number one fall seasonal product that I look forward to every year. It’s best on top of a warm slice of pumpkin bread.
2. Peppermint Joe Joe’s
For the peppermint joe joe’s ice cream, try breaking up some peppermint bark on top for added chocolatey decadance, although with those giant joe joe’s chunks, you don’t really need it.
3. Jingle Jangle
It’s basically anything you could ever want from an ice cream. The only thing that’s lackluster is the actual ice cream base, which is a little icy.
4. Mango and Cream
The final seasonal flavor that I want to mention is Mango and Cream. It’s a departure from TJ’s usual fall and winter specialty items, but that doesn’t mean it’s lacking in flavor. The mango tastes fresh and the cream is decadent in this frozen treat.
Ice Cream Treats
I also wanted to give a quick shout-out to Trader Joe’s for getting creative with single serving ice cream desserts. If you often have issues with portion control (no, a pint is not one serving), try out one of TJ’s mochi ice cream bites or mini ice cream sandwiches.
There are many options to choose from, everything from green tea mochi and coffee mochi with a mocha sauce center to classic chocolate chip cookie ice cream sandwiches and mini ice cream cones dipped in chocolate.
Unfortunately for many Trader Joe’s fanatics, they sometimes have to discontinue flavors that no longer sell as well or go out of style.
One of which was pecan pie ice cream. This was a true loss. It featured huge chunks of the classic southern pie in rich, creamy vanilla ice cream.
Matcha Green Tea
Just recently, Trader Joe’s issued a recall of their matcha ice cream. It’s a fairly new flavor, but it’s quickly become a classic due to its refreshing flavor. Hopefully, it will be back soon.
The length of this article probably gives you some indication of my addiction to Trader Joe’s ice cream. As with all Trader Joe’s products, it’s cheap and made from quality ingredients. But it’s the flavor that keeps me coming back for another scoop.
Which Trader Joe’s ice cream is your favorite?
Trader Joe’s New Protein Ice Cream Comes In Halo Top-esque Pints
If I had to guess, I would think there’d be quite the overlap between people who like Halo Top ice cream and people who love Trader Joe’s. After all, both brands are about treats to enjoy in your own home without spending a bunch of money. Well, now Trader Joe’s has its own take on Halo Top, with a new “reduced-calorie, protein-packed ice cream” called Trader Joe’s Light Ice Cream.
According to Trader Joe’s, the new ice cream is “rich, fluffy, and full-flavored, combining a delicious ice cream base with glorious mix-ins.” It comes in two flavors: Joe-Joe’s Cookies & Cream and Chocolate Peanut Butter. No plain vanilla and chocolate around here. (Well, not yet, at least.)
The Joe-Joe’s Cookies & Cream has a “sweet, vanilla ice cream base” that is mixed with pieces of Joe-Joe’s Cookies. Joe-Joe’s Cookies are Trader Joe’s take on Oreos. They come in a bunch of flavors, but the ones in the ice cream are the original chocolate cookie with cream filling version. For this flavor, TJ’s suggests that those who want to channel the kid party dessert “worms in dirt” add some gummy candies to the ice cream, too.
Moving on to the Chocolate Peanut Butter flavor — it’s for any sweet and salty fans out there and features “a creamy, milk chocolate ice cream base with velvety swirls of salty peanut butter throughout.” For this one, the company suggests pairing it with whipped cream (such as the Trader Joe’s Organic Midnight Moo) or with peanut butter cups to add even more chocolate and peanut flavor.
The ice creams both go for $2.99 a pint, which is about a dollar less than the usual price of Halo Top, and over a dollar less than the usual price of other ice cream pints like Ben & Jerry’s and Häagen-Dazs.
The new light ice creams are far from the only flavorful ice creams Trader Joe’s sells. At the end of July, the brand introduced an Ube Ice Cream. Ube is the name for purple yams used in the Philippines, and, according to Trader Joe’s, this ice cream is creamy, nutty, and sweet, and “some liken it to a cross between vanilla and pistachio, with hints of coconut mixed in.” The site notes that it was going to be available for a very limited time, so if you want some, be sure to check your local store soon.
As for another interesting flavor, Trader Joe’s also sells Neapolitan Joe-Joe’s Ice Cream, which is an ice cream flavored like a cookie that’s flavored like an ice cream. This one has “vanilla and strawberry ice cream, ribbons and chunks of fudge, and Neapolitan Joe-Joe’s pieces.”
These are only a couple of the frozen treats TJ’s sells, so to check out the whole, ever-changing selection, you’ll have to head to the store yourself. Thankfully, unlike a lot of products, if you’re interested in the light ice creams, Trader Joe’s makes no mention of them being around for a limited time. You should be able to grab one for your next movie night whenever you’re ready.
Commander 2015: “Swell the Host” Deck (Green/Blue) Commander 2015 – Preconstructed Decks
COMMANDER: Ezuri, Claw of Progress
1 Experiment One
1 Elvish Visionary
1 Sakura-Tribe Elder
1 Coiling Oracle
1 Caller of the Claw
1 Loaming Shaman
1 Noble Quarry
1 Viridian Shaman
1 Eternal Witness
1 Ohran Viper
1 Lorescale Coatl
1 Trygon Predator
1 Cold-Eyed Selkie
1 Wistful Selkie
1 Solemn Simulacrum
1 Forgotten Ancient
1 Patagia Viper
1 Thelonite Hermit
1 Ninja of the Deep Hours
1 Chameleon Colossus
1 Mystic Snake
1 Stingerfling Spider
1 Arbor Colossus
1 Bane of Progress
1 Prime Speaker Zegana
1 Rampant Growth
1 Kodama’s Reach
1 Desert Twister
1 Biomantic Mastery
1 Rapid Hybridization
1 Krosan Grip
1 Cobra Trap
1 Sol Ring
1 Simic Signet
1 Swiftfoot Boots
1 Simic Keyrune
1 Sword of Vengeance
1 Bident of Thassa
1 Orochi Hatchery
1 Beastmaster Ascension
1 Day of the Dragons
1 Command Tower
1 Evolving Wilds
1 High Market
1 Llanowar Reborn
1 Mosswort Bridge
1 Novijen, Heart of Progress
1 Oran-Rief, the Vastwood
1 Reliquary Tower
1 Simic Growth Chamber
1 Simic Guildgate
1 Terramorphic Expanse
1 Thornwood Falls
1 Vivid Creek
1 Vivid Grove
1 Zoetic Cavern
1 Kaseto, Orochi Archmage
1 Broodbirth Viper
1 Illusory Ambusher
1 Great Oak Guardian
1 Caller of the Pack
1 Thought Vessel
1 Mirror Match
1 Synthetic Destiny
1 Verdant Confluence
1 Ezuri’s Predation
1 Command Beacon
My mom and Aunt were visiting this past week and we had a great time exploring the area where I live, thrift shopping, and trying out new restaurants! We also decided to try out a new healthy ice cream–ProYo High Protein Ice Cream. After dinner we swung by a grocery store on the way home and picked out four of the six flavors: Coconut, Dutch Chocolate, Dark Chocolate Toffee, and Mint Chip.
We got home and got settled around my new kitchen table to sample all of the flavors. We even bought adorable glass dessert bowls to use!
First up, Coconut:
Genuine coconut taste without any artificial aftertaste (like many health-focused products). It was amazingly rich and creamy–surprising with only a shocking 1.5g fat.
Dutch Chocolate: surprisingly delicious. I did not know to expect, but I think we were all blown away by this flavor; so blown away that I didn’t even pause to take a photo! It had a decadent, rich dutch cocoa flavor; perfectly robust like a high quality dark chocolate and it was very creamy. My mom called it “more-ish”–meaning that it makes you want more and more! When I asked my Aunt to describe it she added similar comments and also described it as “cold” 😉
(Pro-tip: Mix the Coconut and the Dutch Chocolate flavors!)
Next came Dark Chocolate Toffee:
I think my expectations were highest for this flavor, but the chocolate base did not taste as rich as the Dutch Chocolate. It had more of a light toffee flavor in the base, but the toffee pieces (you can see a few in the photo) were tasty!
Finally, Mint Chip:
This flavor was superb! The chocolate chips were plentiful and they stayed hard in the melty ice cream. This flavor was very refreshing and creamy!
Look at all of those chocolate chips!!!
In sum, this brand is a winner in my book! My mom has the most sensitive taste buds when it comes to alternative sweeteners and she LOVED all of these flavors and detected zero aftertaste. If you are looking to try a new healthy ice cream alternative–definitely try out ProYo!
Which flavor sounds the best to you? Have you tried ProYo yet?
Disclaimer: I was provided free coupons of ProYo to review, however this post represents my honest thoughts and opinions.
Nutritious but Delicious: The Scoop on ProYo’s High-Protein Ice Cream
Photo from http://proyos.com/
ProYo Ice Cream is Making Dessert Healthy so we All Win
At Stanpac, we’re excited to be partnering with ProYo to create new ProYo ice cream products that are better for everyone.
That’s right- healthy ice cream isn’t just a dream.
New this year, ProYo has launched a line of high protein, low-fat ice creams so customers can still indulge in a treat without the guilt or health consequences.
It’s time to take back dessert time and enjoy something that actually tastes good.
Stanpac works with ProYo to produce the perfect packaging for a brand that really helps people who want ice cream that actually helps them feel better. We specialize in the sleek, clean designs that make this product stand out in the freezer aisle.
Get the scoop on ProYo ice cream and the efforts they’re making to keep your body healthy and your tastebuds happy!
ProYo founder Nathan Carey in his office. Photo from: http://proyos.com/about-us/
The ProYo Story
Nathan Carey, the founder of ProYo, didn’t actually start out in the frozen dessert business. He began his working career in the construction industry, but soon became more interested in the frozen yogurt and smoothie business.
His new adventure began when he opened a drive-through smoothie bar in Santa Barbara, where ProYo is now based. He saw that his new business was something he truly cared about and wanted to continue to make more exciting frozen treats.
ProYo’s journey into the hands of grocery store customers began with a line of healthier frozen yogurt smoothie tubes.
Carey had suffered a devastating weight lifting accident and had to complete rehabilitation treatment. He broke his arm in 3 places and needed to go through rigorous training to get his arm back to full health.
During that time, he met a lot of people along the way who had specific nutritional needs, but the foods they had available were “joyless.” These were people who had diabetic issues, specific protein-based recovery diets, or other requirements that limited their options.
That’s when he knew he wanted to help people with nutritional needs get the treats and good-tasting foods they really wanted. He invented the smoothie tubes and they saw success, especially in athletes who enjoyed the tubes as a healthy treat.
The smoothies have been featured in a number of lists for the best healthy treats, from Buzz60 to Parade.
The natural next step, then, was ice cream.
Why is ProYo Ice Cream the Better Choice?
So what is ProYo ice cream, exactly?
Photo via ProYo on Facebook: https://www.facebook.com/ProYoTreats/
It’s a high-protein, low-fat ice cream product that also contains less sugar and calories than regular ice creams.
Designed for those who need certain nutritional components to their diets, it’s meant to provide the yummy taste and satisfaction of ice cream without the added sugars, fats, and other unhealthy additives.
Carey noticed that frozen yogurt sales in the last little while have declined. He says this is likely due to consumer demand for more natural ingredients. According to the ProYo founder, many low-fat ice cream and frozen yogurt companies use artificial sweeteners and other ingredients to get the right taste.
ProYo ice cream uses cane sugar and xylitol. These two ingredients have less calories than sugar and are lower on the glycemic index.
As of now, there are 7 delicious flavors to choose from:
- Vanilla bean
- Mint chip
- Dutch chocolate
- Blueberry pomegranate
- Dark chocolate truffle
Each flavor contains few ingredients, no artificial preservatives, and just enough natural flavors to make you forget you’re eating something healthier.
Did we also mention that ProYo is gluten free? Those customers suffering from Celiac disease and gluten sensitivity can now breathe a sigh of relief and enjoy without worry.
Photo from: https://www.facebook.com/ProYoTreats/
Giving Back to the Consumer
ProYo doesn’t just stop at ice cream and frozen yogurt smoothies.
The company gives back to the community as much as possible, supporting many organizations and people in need. Their company core values state that they believe in helping everyone, no matter how large or small their issue is.
In 2015, they sponsored the Long Beach Special Olympic Games. In addition, in 2016 they partnered with the Military Muscle Foundation to support veterans suffering from PTSD and mental illness.
ProYo is adamant about standing out from the bigger corporations that don’t give back to the customers who make them successful. For this reason, they continue to support many charities, community events, and people in California and beyond.
Stanpac’s ProYo Ice Cream Packaging
Photo from: http://proyos.com/product/blueberry-pomegranate-2/
Stanpac is proud to help Carey’s dreams come alive, with simple and visually appealing ice cream packaging. Our packaging helps him deliver his product to customers with the reassurance and confidence that people will make the right choice.
The clean label of ProYo ice cream helps consumers feel comfortable that they are choosing a product that doesn’t have anything to hide. Everything is out in the open, right on the label where you can see it.
Carey’s dedication to being a consumer-friendly brand shows in ProYo’s colorful, attractive packaging. All of the information customers need is available in plain view, and they can easily find what they’re looking for.
It’s available in 14 ounce containers at grocery stores as well as online.
For Wholesale Dairy Packaging and Ice Cream Containers, Stanpac is Your Best Choice
Stanpac is an industry leader in the dairy packaging industry. For almost 70 years, we have been helping customers skyrocket their brands to success.
We provide unmatched customer service, experienced personnel, and top-notch advice. You can count on us to drive profits and expand your product line.
It all starts with the right packaging.
Whether you need ice cream containers, glass milk bottles, paperboard food containers, or custom glass bottle decorating and printing, we have options you’ll love.
Browse our wholesale dairy and ice cream packaging online store, or contact us for more custom designs and products.
And happy “another product review from Lindsay day”!
Remember those Flintstone push ups back in the day? They were sherbet in the little paper cups that you pushed up to eat. It was like a toy and dessert all in one.
Well I have a adult push up for you today that you will secretly still enjoy playing with, but you’ll also be getting in a lot of protein and other healthy things!
ProYo is a newer company and sent me three coupons to try em out. It is a “high protein frozen yogurt“. There are four flavors which are chocolate, vanilla, blueberry pomegranate, and banana. They are all GMO free, probiotic, low fat, soy and gluten free, a good source of fiber, and 20 whoppin grams of protein! That is stellar for ice cream.
I’ll go ahead and say that they are a little hard to find in stores. In fact, the only store I’ve seen them in so far is at my military commissary I go to. I have yet to get my hands on the banana flavor, but I got chocolate and vanilla.
I think the way ProYo came about is interesting. ProYo founder, Nathan Carey, was in a bad weightlifting accident. This lead to months of rehab. While in the hospital, he saw and heard about all the “joyless hospital food” people were eating. That’s when his ProYo idea came about; a nutritious snack that everyone can eat and enjoy. I love it!
First I dug into the premium dutch chocolate.
This guy has 140 calories, 2g fat, 15g carbohydrates, 3g dietary fiber, and 20g protein.
It is best to let it sit out of the freezer for 10ish minutes or if you are lazy and impatient like me, stick it in the microwave for about 15 secs but be careful not to let it go too long!
I really like this product. It doesn’t feel like a healthy food disguised. It actually tastes really good. It’s a darker chocolate and very smooth and creamy. Very refreshing! It’s so fun to get in some of your needed protein via ice cream!
I thought the chocolate was good, and then I tried the vanilla and I have to say, I think it is even better.
It has the same nutrition facts as the chocolate. It is even creamier and no weird protein, healthy taste! I love a good vanilla bean taste and this has it. It even has the vanilla bean flecks. I wish I had taken a better picture of actually pushing up the ice cream in the “tube” but I’m a bad blogger and didn’t. Just trust me!
I’m not sure if I would like the banana flavor even if I could find it simply because I don’t really like banana flavored things. I’d love to try the blueberry pomegranate and if I see either of these flavors I’ll definitely snag it and tell you what I think.
My one mehh thing about them is that there are only 3 pops in each box! That’s not very much for dessert fanatics like me. But other than that, I have no complaints.
I think the healthy push pop is such a fun product idea. It is also easy for on the go. It’s a good portion size for what you get. It is a satisfying way to end your night on a healthy, guilt free note. I was content after one, and didn’t feel the need to raid my fridge for more like I sometimes feel after healthy desserts.
Make sure and go check out Proyo and look for it in your local grocery store! You can find them at proyos.com and on social media @proyotreats.
Thank you, ProYo for letting me try your product. I’m a fan!
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Halo Top Completely Conquered Freezer Shelves. Are Scoop Shops Next?
At the Halo Top Scoop Shop on the second floor of the Westfield Century City, an upscale mall in central-west Los Angeles, you can have your ice cream served almost any way you want: as a hard-packed scoop or a swirl of soft serve. You can eat your cream from a cup, a cone, or a puffle, which is an eggy style of waffle imported from Hong Kong; if that’s not enticing enough, you can order an ice cream sundae, an ice cream sandwich or — because this is California — an ice cream taco. You can have these treats topped with everything from sour gummy worms to rainbow sprinkles to mochi, which the scoop shop encourages heartily. “Go heavy-handed on the toppings,” its website reads. “With Halo Top, you’ve got calories to spare!”
This is because Halo Top isn’t regular ice cream: It’s a low-calorie, low-sugar, high-protein version, which the brand has been selling by the pint in grocery-store freezers since 2012. Those pints are 280 calories total, and they pack 20 grams of protein. For comparison, a pint of Breyer’s vanilla is about 520 calories, and that’s double the protein in a Clif bar. Halo Top is a high-volume, low-impact treat, and its packaging boasts a message that’s proved to be catnip to a diet-fatigued populace, hungry for something they can indulge in with abandon: “Stop When You Hit the Bottom.”
And then buy another pint. In the last six years, Halo Top has become the best-selling pint of ice cream in America. In 2016, the company sold some 13.5 million of those pints, earning $66 million in revenue; in 2017, the take was closer to $100 million. It’s ubiquitous, available in Walmart (where, upon its debut, Halo Top’s seven flavors became the seven most popular ice creams the chain sold) but also in pricey natural grocery stores like LA’s Erewhon, which was one of the brand’s first wholesale customers.
So now that it’s conquered the freezer game, the company is dipping a toe into the waters of retail, looking at the ways a brick-and-mortar presence can expand its customer base and inspire deeper loyalty among devotees. The brand has opened two scoop shops so far, the one in Culver City as well as an outlet in Topanga, an LA neighborhood best known for its Kardashian adjacency. (When Kylie Jenner did her first pop-up for Kylie Cosmetics, she chose the Westfield Topanga for her debut.)
And soon, a pop-up is coming to New York’s Supermoon Bakehouse, in a test of the NYC market: Starting today, the Lower East Side location will serve Halo Top’s summer flavor, peaches and cream, as soft serve, swirled into a Supermoon Cruffin. (That’s a croissant-muffin hybrid, duh.) According to Doug Bouton, president and chief operating officer of Halo Top, “New York is on our short list of cities, and we hope to bring a more permanent version of the concept there” after the Supermoon pop-up closes. “New York is near the top of the list as we look to where else could we take this, and why.”
“Why” is the question for the brand that reported a 2,500 percent increase in sales between 2016 and 2017: Why bother with the brick-and-mortar shops? “We’ve got this great wholesale business where people go buy a pint at the grocery store, but they don’t have any tangible experience with the brand other than that,” Bouton says. “So we thought this would be a really cool way to add a social experience, where you can go with your friends, your family.”
That vibe — casual, fun, social, young, now — is important to Halo Top. One of the reasons for the brand’s runaway success is how particularly suited it is to wellness culture: Instead of calling itself “diet,” conjuring restriction and flavorlessness, Halo Top brands itself as healthy, using words familiar to other products that bask in the glow of the artisan food movement. In press materials, it’s described as “all-natural” and “crafted with only the finest ingredients,” while founder/Halo Top CEO Justin Woolverton defined “healthy,” in an article in Time, vaguely as “foods that are as unprocessed as they can be.” Its cheerful, aspirational aesthetic is more akin to Westfield neighbors like Pressed Juicery and Equinox than old-school weight-loss brands like Jenny Craig or Slim-Fast.
“There’s a level of punishment attached to ,” Bouton says. “Whereas with Halo Top, it’s kind of like a fun, Willy Wonka–type vibe.” Adding to that perception is a narrative that borrows heavily from the world of tech: Industry outsiders disrupting a staid market through risk and ingenuity. “Halo Top is one of the most disruptive stories I’ve seen in my 10 years in the industry,” food and beverage investor Wayne Wu told Inc. in February. (Mirroring the story arc of other disrupters, the story’s headline proclaimed Halo Top the “most hated-on new ice cream brand in America.”) In Bloomberg, Woolverton has spoken of his approach to recipe-testing as “hacking”; elsewhere, the brand has been lauded for its unorthodox marketing strategies.
The branding isn’t exactly Wonka-wacky, but it certainly — especially on Halo Top’s social media accounts — does read fun. Flavors include salted caramel, birthday cake, and s’mores, as well as red velvet and cinnamon roll. The standard Halo Top carton is pastel accented with gold: It’s a look that could sit comfortably next to a glass of rosé in an Instagram post, one aspect that Bloomberg credits for its success.
Similarly, the scoop shops are designed to be shared on social media (which is a smart move, given the mania for ice cream Instagrams demonstrated by the Museum of Ice Cream’s sellout runs). There’s a wall of copper spoons in Century City, as well as a neon yellow sign that reads GUILT-FREE ZONE, features that Bouton calls “Instagrammable moments.” But no two scoop shops are alike, so “It’s not if you’ve been to one scoop shop, you’ve been to every scoop shop,” says Bouton. “We want it to be like, If you’ve been to one, you need to go see all the others, because they’re all different.”
The shops aren’t just a different way to buy the same ice cream; they’re a whole new experience. In addition to the variety of cones and ice cream sandwich options, soft serve is on the menu, as are toppings. The brand is also hoping that the array, trendy and eye-catching in its own right, with those puffles and cruffins, can help attract a new customer. “It’s a whole different kind of use occasion,” Bouton says. “It’s a little more impulse, like, ‘Hey, I’m walking through the mall and I could use a midday snack.’ And instead of a cup of yogurt, for the same calories and nutrition, you can also have a scoop of ice cream.”
Bouton would love to expand the scoop shop empire indefinitely. “If I could open up a thousand of these locations, I would,” he says, “but we have limited time and resources.” Halo Top came to its two Westfield locations by happenstance. “Commercial real estate is a blood sport,” Bouton says, though he does think it worked out for the best: “ in upscale areas with other brands that we like, on an indirect level, co-branding with,” he says. “You’re going to be in the same location as Lululemon or Equinox or Eataly, that kind of stuff.”
In other words, its neighbors put an aspirational gloss on the product just by association, suggesting that Halo Top is not a diet food but an enjoyable component of a healthy lifestyle. There’s also the price to consider: While a pint of Halo Top can be had for $4 or so at Walmart, a cone of soft serve with one topping will run you almost $7 in a scoop shop, so it makes sense to place it in spots where the average consumer won’t balk at the price.
The scoop shops are absolutely an experiment for the brand. Bouton isn’t scared of that; for him, Halo Top’s whole thing is experimenting. “Candidly, we created the space, so to speak: the category,” Bouton says of the healthy ice cream niche that Halo Top inhabits. “We always try to do something different. We don’t want to do it the way it’s been done before.”
So if scoop shops don’t prove to be profitable in the long run, Halo Top isn’t married to the idea. They are, after all, “not a retail business at heart,” as Bouton acknowledges. “We’re a wholesale business.” And when that wholesale is pulling in $100 million plus per year, why not see if a storefront or two can help build the business?
“The retail business is a marketing and branding play that supports the wholesale business in terms of loyalty,” Bouton says. “You talk about all of the competition in our category, it’s, how do we make sure our customers remain loyal to our brand?”
Ultimately, “these could be really profitable shops and businesses in their own right. We could be a Jeni’s, or a Salt & Straw or a Pinkberry, Yogurtland.” But for now, Halo Top is just keeping an eye on things. “We’re not committed to a hundred shops,” Bouton says. “We’re opening up a few of these, and we’re continuing to analyze in terms of cash flow, profitability. If they go as well as we hope they will, then yeah, there might be a hundred of these things. If it’s more of a marketing expense, maybe we adjust strategy. We just have to wait and see.”
Zan Romanoff is an LA-based writer whose work has appeared online and in print; she’s also the author of two novels and her third, LOOK, is forthcoming from Dial Books. Wonho Frank Lee is a Los Angeles photographer.
Editor: Erin DeJesus
What Is ProYo Ice Cream? Trader Joe’s Is Carrying A Halo Top Competitor That Is Only $2 A Pint — UPDATE
If you are among the people who have bought so much Halo Top ice cream that you’re considering buying stock in it (guilty as charged), then this latest news on the high protein ice cream front might be a game changer: Trader Joe’s is carrying a high protein ice cream called ProYo ice cream, which appears to be similar in nature to Halo Top. The game changing factor? Unlike Halo Top and its competitors, Enlightened and Breyer’s Delights, which all typically retail for $5 or $6 per pint, TJ’s appears to be selling these pints for $2 a pop. (Bustle has reached out to Trader Joe’s and ProYo ice cream for details on availability, and will update upon response.)
UPDATE: Nathan Carey, founder of Swell Foods, has responded to Bustle’s request for comment with this statement below.
Earlier this year, we decided to makeover our packaging to Swell Foods to better connect with fans of better-for-you ice creams who would be excited by an option that offered an excellent source of protein – 10g per 1/2 cup serving – while also getting amazingly delicious taste and real ice cream texture. To boot, our ice creams are made with only clean ingredients you can recognize, and compared to the competition, we use fewer ingredients to make all our indulgent flavors. Plus, each serving still only has 120-calories and less than 2.5g of fat. No matter what flavor you choose, you get this same best for your bite nutrition.
When we decided to go through this makeover, we had some leftover inventory of ProYo, and so created a limited time offer with Trader Joe’s. While ProYo will only be available at Trader Joe’s while supplies last, what’s awesome is Swell Ice Cream is the same product, just in different packaging and can now be found nationwide. Like you shared, Bustle readers can find a store near them by visiting the Store Locator. We also periodically share deals on our Instagram for Swell Ice Cream (hint – a new offer may be coming soon!). We’ve been so flattered to see the excitement ProYo has generated at Trader Joe’s – getting crushed on always makes a person feel good – and we hope we can keep fans satisfied with our new Swell Ice Cream.
EARLIER: The ProYo pints were first shared by popular Instagram account @traderjoeslist, who posted images of them from a Trader Joe’s store on Aug. 15. It’s worth noting, per PopSugar, that ProYo seems to have since rebranded itself to “Swell” ice cream, and that the site for ProYo redirects to the site for Swell Foods. It’s also unclear if these are a regional offering, or if they’ll be available in Trader Joe’s stores nationwide — or if the offering is here to stay. The sign in front of the ice creams posted by @traderjoeslist read, “Get some while it’s here!,” possibly indicating that this is a temporary offering rather than a permanent one.
Here’s the Instagram post that is setting all TJ’s fans abuzz.
It isn’t clear based on the image exactly what flavors participating Trader Joe’s will have in stock, but the Swell Foods website can give some indication of what to expect. The flavors listed on the site include Cookies ‘N Cream, Peanut Butter Chocolate Chip, Chocolate Chip Cookie Batter, Mocha, Coconut, Dark Chocolate Toffee, Vanilla Bean, and Dutch Chocolate. Based on the nutrition label shared on @traderjoeslist, it does look as though the peanut butter flavor is one of the options you may be able to find at Trader Joe’s.
If you want to try Swell ice cream and you’re not sure whether or not your local TJ’s has it in stock, the website also has a feature to locate stores where pints are sold (although it’s worth noting that TJ’s doesn’t appear to be on it — at least not within a radius that I checked).
That being said, even if you don’t find the new ice cream offering at your local TJ’s, a trip will be well worth it for the chain’s latest dessert offerings. Most recently, the store launched its own Neapolitan Joe-Joe’s, an ice cream-flavored twist on its iconic cookie. In July, the store also announced on its blog that it was launching individual-sized cakes in Chantilly Cream Vanilla Bean and Dark Chocolate Ganache, which may or may not pair excellently with a glass of wine and whatever new rom-com Netflix has decided to grace us with this week. So really, no matter what expectations you have walking into TJ’s, you’re bound to walk out #blessed.
SANTA BARBARA, CALIF.– ProYo, the innovative company known for delivering category-leading levels of protein in the frozen aisle, announced it launched two new indulgent flavors of its High Protein Low Fat Ice Creams at Natural Products Expo East, including Peanut Butter Chocolate Chip and Salted Caramel Crunch. At the trade show, the company will also unveil new packaging for its full line of nine High Protein Low Fat Ice Creams that more clearly touts the unrivaled amount of protein found in each container – 35g. ProYo High Protein Low Fat Ice Creams are now available in nearly 4,500 stores across the U.S., and the company continues to support its fast expansion with robust marketing and sampling programs.
New flavors – Peanut Butter Chocolate Chip and Salted Caramel Crunch
The two newest flavors of ProYo High Protein Low Fat Ice Cream were developed based on consumer and retailer requests for indulgent flavors and increased inclusions. The Peanut Butter Chocolate Chip and Salted Caramel Crunch (MSRP $4.99-5.49/14oz container) meet these demands while also maintaining the ProYo promise of delivering high levels of protein; balanced nutrition; clean ingredients; and an awesome taste and texture that blow away the better-for-you ice cream competition. Like all existing flavors of ProYo High Protein Low Fat Ice Cream, the two new flavors deliver 35g of protein per container (10g serving), along with less than 2g of fat and 120-calories per serving. Plus, like all ProYo High Protein Low Fat Ice Creams, the two new flavors are made with clean ingredients, including rBGH- and rBST-free milk (there are no artificial colors or flavors, and no binders, gums or preservatives in ProYo). They’re also soy-free, Non-GMO, Low Glycemic, and certified gluten-free and OU-D Kosher.
“Our new Peanut Butter Chocolate Chip and Salted Caramel Crunch flavors are the perfect solution for anyone who loves indulgent ice cream but wants more from every delicious bite,” said Nathan Carey, ProYo founder and president. “What’s really exciting is that no matter what flavor of ProYo you choose – old or new – you know you’ll always get the same, category-leading 35g of protein per container.”
In addition to these two new flavors, ProYo continues to offer its original line of seven High Protein Low Fat Ice Cream flavors (MSRP $4.99-5.49/14oz container), including Dutch Chocolate, Blueberry Pomegranate, Mint Chip, Vanilla Bean, Mocha, Coconut and Dark Chocolate Toffee. ProYo High Protein Low Fat Ice Creams are the perfect high protein treat for anytime of day that provides endless possibilities. From breakfast bowls/smoothies to healthy sundaes, ProYo High Protein Low Fat Ice Cream is a versatile option. People, regardless of age, can make their own favorite treat without the guilt.
New Packaging Touts Category-Leading Levels of Protein
Nielsen data shows sales of ice cream reached $6.6 billion in 2016, up 3.4 percent. The most exciting growth, however, comes from brands like ProYo that fit within the healthy ice cream segment, which grew 85 percent last year.
As competition continues to grow in the better-for-you ice cream category, brands are looking for ways to differentiate their offerings. ProYo is clearly set apart from the competition because all flavors are an “excellent” source of protein delivering 20 percent of the daily recommended value of protein per serving. Additionally, ProYo delivers on consumer demand for traditional ice cream taste and mouthfeel. The new packaging for the High Protein Low Fat Ice Creams more clearly touts the 35g/container claim for ProYo, and will begin to hit shelves in November 2017.
Distribution Gains and Driving Demand for ProYo
ProYo High Protein Low Fat Ice Creams launched in March 2017 and are now available at nearly 4,500 stores across the U.S. Most recently, the company added distribution to more than 1,100 Publix stores throughout the Southeast, where the two newest flavors, Salted Caramel Crunch and Peanut Butter Chocolate Chip, will be making their debut. Shoppers can find ProYo High Protein Low Fat Ice Creams merchandised in the freezer aisle alongside other premium ice cream pints. To find the store nearest you carrying ProYo, visit http://proyos.com/where-to-buy/.
ProYo has a robust marketing program in place to help drive awareness and support the distribution of its High Protein Low Fat Ice Creams. This year, the company has implemented a strong influencer, social and digital media campaign to win and engage fans. Additionally, the company is driving sales through offline shopper marketing programs; sampling events; strategic partnerships; public relations and other awareness and community programs. In September specifically, the brand is excited to rollout a ‘free digital coupon’ sampling program to 50,000 consumers across the U.S. through a partnership with one of its national retailers.
“We’ve experienced time and again that once we give shoppers the opportunity to try ProYo, they keep coming back for more,” shared Carey. “We create win-win partnerships and programs with our retail partners that make choosing ProYo from the freezer case an easy decision.”
ProYo, based in Santa Barbara, Calif., was founded on the belief that healthy living is a foundation for a fun and rewarding lifestyle. Every product we create is built to inspire and power people to dig into life and do more every day. ProYo delivers amazing taste with balanced nutrition, including category-leading levels of protein, and low levels of fat and calories. ProYo products are non-GMO, low glycemic, certified gluten-free, OU-D Kosher, and are free from artificial colors and stabilizers. Enjoy ProYo products throughout your day on-the-go, as a smoothie base, post workout fuel or satisfying dessert. Visit proyos.com to learn more about our products and find stores near you, and connect with @ProYoTreats on Facebook, Twitter and Instagram for daily inspiration and recipe ideas.
When I was first diagnosed with Celiac Disease I found that yogurt was giving me a stomach ache. A temporary lactose intolerance is common in people with undiagnosed Celiac Disease, and many find that they are able to tolerate dairy again after a few months on the gluten free diet. I took a break from dairy when I first went gluten free, and several weeks later I was happy to find that I could eat it again without pain. Even so, I generally avoided yogurt. That is, until I discover ProYo. I am in love and want to eat it every day until forever.
ProYo High Protein Frozen Yogurt is a great tasting snack that comes in four flavors: Vanilla Bean, Banana Vanilla, Blueberry Pomegranate (my favorite!), and Dutch Chocolate. I absolutely love ProYo. Creamy and satisfying, each variation is packed with both flavor and protein.
ProYo fast facts:
- 20g protein per serving
- Certified gluten free and made on a dedicated line
- Soy free
- Low fat
- Good source of fiber
- Non GMO
- Made with cultured probiotic yogurt
- Diabetic friendly
- No artificial colors, flavors or preservatives
- Comes in handy tubes that are perfect for quick snacks
While any flavor would make an excellent base for smoothies, I was inspired by the versatility of the Vanilla Bean ProYo. My winter-time cravings for warmth, spices, and seasonal fruit lead me to create the follow recipe. And can I just say – WOW. I cannot stop eating it (well, I did run out of ProYo, so once I buy more I will make this recipe again and again). It is extremely healthy and perfect for a single-serving breakfast, lunch, or dessert. Double the ingredients and curl up by the fire with someone special on a cold night.
Baked Apples with Cinnamon Spiced Vanilla ProYo
- 1 small apple
- ½ tsp lemon juice
- ¼ tsp (+ extra) cinnamon
- 1/8 tsp (+ extra) nutmeg
- 1 tube Vanilla Bean Proyo
- Preheat the oven to 400 degrees F.
- Cut the apple in half vertically. Carefully remove the stem with a knife. Use a melon baller to scoop the seeds/core out of in the center of each apple half.
- Drizzle ¼ tsp lemon over each apple half. Add a dash of cinnamon and nutmeg.
- Line a baking sheet with parchment paper. Place the apples on the parchment and bake for 30 minutes, until the apples are soft.
- While the apples are cooking, place the contents of one tube Vanilla flavored ProYo in a bowl. Add ¼ tsp cinnamon and 1/8 tsp nutmeg. Use a spoon to stir the spices into the ProYo until evenly incorporated. Place the bowl in the freezer until the apples are ready.
- Remove the apples from the oven and transfer to a plate. Place a scoop of spiced ProYo on top of each apple half and serve.
Want to try ProYo for yourself? Find a store near you by visiting www.proyos.com/where-to-buy/
You can also enter our GIVEAWAY! Three winners will receive a case of their favorite flavor ProYo plus fun swag. Enter via the rafflecopter link below. Continental US residents only. Giveaway ends Monday December 19th 11:59 EST.
a Rafflecopter giveaway
Disclaimer: This is a sponsored post. Regardless, all opinions are my own, and I only recommend products that I, myself, use and love.
What is ProYo?
Introducing a frozen tube full of protein and higher quality yogurt ingredients for active individuals. If you avoid dairy this may not be for you, but you should keep reading since your friend or family may like it… With 20g of protein, priobiotic goodness, low fat and non GMO ingredients this certified gluten free and soy free frozen yogurt is a great breakfast and anytime snack. Each 4 oz ProYo tube has 200 billion active probiotic culture organisms. It contains 14 grams of sugar which isn’t bad considering the source ingredients and if you’re being active in your day it’s not a big deal. Pro Yo is packed in a convenient tube you really could just go and eat it wherever your feet need you to be. Peel off, let sit for a minute or two and start enjoying.
ProYo was created during a moment of ultimate weakness. The founder broke his arm in three places working out. That happens to a lot of people, not! He needed to maintain his protein full diet and opted to create a product that was able to be consumed with one hand and tasted great. Not too shabby.
certified gluten free certification.
As a guy, it’s a no brainer, we need protein, but it’s absolutely ideal for women, too. Noticing the package is a darker masculine look and doesn’t have traditional feminine tones, but there should be a lot of interest here females. It’s frozen yogurt jam packed with protein and high quality ingredients and that’s not gender specific. Plus the name ProYo is pretty clever and fun. This is for all of us guys and girls of all ages. Just remember you should be active when eating high protein food as this isn’t for sitting on the couch and watching a season of Shark Tank late at night.