As a lawyer from Los Angeles turned homemade food into a national brand of ice cream

Justin Wolverton, a lawyer from Los Angeles, in just a few years managed to turn the treats he made for himself and his friends into one of the most successful ice cream brands in the US.

His dessert is called Halo Top, the story of its creation told edition Chicago Tribune.

Popularity Halo Top There are several factors: low sugar content, high content of proteins and total 240-360 calories in one package, which is three times lower than the main competitors of this brand.

Low calorie content makes the product very popular among buyers who want to keep track of weight, but are not ready to give up sweets for this.

May-August 2017 of the year Halo Top was the leader in sales among the products of its segment in grocery stores in the USA.

According to experts, this is a great achievement for a small young company.

Halo Top was the result of Wolverton's culinary experiments aimed at reducing their consumption of refined sugar and carbohydrates.

One of the results of these experiments seemed very successful to the lawyer and one that might appeal to other people, but there was a serious financial obstacle - his $350 debt on law school loans.

But that didn’t stop him—Wolverton used his credit cards, which totaled $150, to invest in the business, thanks to the fact that he had built up a good credit history during his four years working at a law firm. Latham & Watkins.

Literally from the very beginning, the lawyer faced difficulties. The court forced him to change the name of the product from the original Eden creamery to Halo Top. Later, Wolverton even rejoiced at the change, as the new brand was more spectacular and attractive.

Фото: Depositphotos

In 2012 year Halo Top appeared on store shelves Sprouts, Erewhon and Whole Foods.

Wolverton admitted that he was very nervous because of work in the new field. According to him, he did not know what to say to the store manager to convince him to take his product for sale, besides, the lawyer had absolutely no experience in this area.

The brand’s success has led to new complications and new experiences: working with a longer supply chain and distribution. There were also problems with correcting the previously patented ice cream recipe, as there was a need to add new ingredients to it.

After solving these issues, Wolverton was faced with the fact that his product deteriorates too quickly. In search of a longer shelf life recipe, he turned to the Dairy Innovation Institute of the California Polytechnic University.

As a result, transportation and supply of ice cream has become more convenient.

After that, the lawyer tried to go for a larger production, but the ice cream makers told Wolverton that his formula with so much protein in it was too “too viscous” to safely pass through the production pipes.

When testing, even the equipment for which the beginning businessman had to pay was broken. The manufacturer agreed to conduct another test of the new formula, in which the viscosity of the product was reduced. And finally, everything turned out, the whole year has gone on the development of ice cream.

After that the team was assembled Halo Top, ice cream is constantly improved and added new tastes, mainly based on the wishes of subscribers in social networks, which the company has more than 550 thousands. The list proposed by consumers is reduced by voting on team members. Halo Top.

Despite the rapid growth in popularity, the company does not have a large office, most of the time, employees communicate online. The production and transportation of ice cream flavors by 25 companies are handled by third parties, now Halo Top sold in all major US retail chains.

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