Look, I've never been a fan of the high protein, low sugar game. A lot of it comes from disdain for sugar substitutes. It's fine if you are cool with them, whether they are fake or all natural like stevia, but I've been against them since I was a kid (you think I joke, but I do not, I've always been distrustful of non-sugar sugary things). Anyway, I saw this at Stop & Shop:
"s w e l l" (formerly known as ProYo) has closed up shop.
I'll be honest (aka a jerk) and admin that part of me gets annoyed when people would call Halo Top or one of the others "ice cream" when it clearly is not. I was even more annoyed when Halo Top cherry picked some marketing data to say they were the best selling pint in the country (this 2017 stat is still quoted in articles today).
Well, you know what happened? Everybody rushed in to the party (just see
my proof here). Thing is, not everybody brought their A game. Well, some did, but everybody brought something so it was just a matter of time before companies started to fail.
First to go? The poorly named "s w e l l". I think Proyo would have been better off staying as Proyo. The uninspired pint design that doesn't catch your eye and the name that feels dumb to say were signs of future doom to me. I'm not saying that I'm happy they are gone, it's never cool when a business fails or somebody loses a job. I'm just saying that the healthy ice cream segments turns over every few years and this is a sign of that.
Who do you think will be the next to go? Breyers hasn't exactly put much in to Delights recently
(2019 note: stop & shop also clearancing Breyers delights)
Foot note: I want to say that I saw these guys online before, but talk about being late to the party. "Be Light" light ice cream just hit the market a month ago. There's 6 flavors and 30g of protein per pint, which if you do the math, is 7.5g per half cup serving. They rely on Erythritol for much of their sweetness like many other brands. They also use Stevia.
Foot note #2: I should have mentioned that Yuengling's also jumped on this bandwagon this year. Ugggg. They should have spent time coming up with new flavors instead. (FYI Aureus bought Yuengling's this past summer)
Foot Note #3: ....and Trader Joe's just jumped on the bandwagon too... do these companies not watch the freezer aisle?
Foot Note #4: Just realized that "Sweet Habit" both debuted and disappeared in 2018. Guess their big gimmick of being in a quart instead of a pint didn't help. 4 flavors came and went.