So they came up with another option: a gelato that uses real cane sugar, dairy and natural flavors and inclusions but contains just one-third of the calories, fat and sugar of regular ice cream.
Their secret? Whipping the gelato so that air displaces unwanted calories and fat while still preserving the rich, creamy texture and decadent flavors that consumers seek when they reach for a frozen dessert, Jessica Causse, senior director of sales and marketing for the company, told FoodNavigator-USA.
She explained that Revelé Gelato still includes 40% solids so that it qualifies as a super-premium gelato, but without the guilt – making it a perfect post-workout snack.
Because the gelato has a better-for-you nutrition profile, the company is targeting it at athletes as well as health-conscious consumers who still like to indulge – a sizable group if the skyrocketing success of competitor Halo Top and the presence of a frozen yogurt store next to many yoga studios is any indication.
This message is illustrated in the company’s well-curated Instagram feed that shows fit millennials eating straight from the pint-sized container on their yoga mats or on the sidelines of a track and field. The company also proffers the pints at fitness expos, where even though it often is the only indulgent treat it is received with open arms because of its low 80 to 90 calorie count per serving, Causse said.
Recognizing that the low calorie count is a major draw, the brand places it front-and-center as the largest element on the front of its packaging. On either side of the calorie callout are the grams of fat per serving (four) and the grams of sugar (five to six) per serving.
Even though the nutritional profile dominates the packaging, the brand does not send a “diet” message, which tends not to resonate with today’s consumers. Rather, it has whimsical water color swirls and a light-hearted cursive font that set a mood of pampering and self-indulgence – not restriction and self-denial.
The brand’s conscious decision to play up the nutritional profile of each serving – rather than the entire pint as its competitor Halo Top does – is a subtle way of communicating with consumers that while Revelé Gelato is better-for-you it is still a discretionary treat to be consumed in moderation, Causse said.
She explained that the makers of Revelé Gelato don’t actually want people to eat the entire pint in one sitting – but rather to enjoy it as part of a healthy lifestyle, and ideally with friends.