The team behind Halo Top—a low calorie ice-cream startup—have had a very welcome surge in popularity recently. They are stocked in Morrisons, Sainsbury’s, Asda, Tesco, and by Ocado, and they sell one pint of ice cream every nine minutes. It’s not always been this way though: in 2014 and 2015 they were “hanging by a thread” says their COO, Douglas Bouton. Their sea change in fortunes came when they ditched the usual marketing strategies—in-store free samples, and trade show demos—and went digital. Bouton explained that Facebook and Instagram have been crucial because of the targeting they allow. They used small-scale influencers—normal people who were interested in health and fitness and had about 1000 followers.
Every week, we ask people across the UK to give us their opinions on what they’re loving, what they’re hating, and everything in between. Can you guess how often people check the weather forecast, and whether anyone leaves the house without their bank card?
