Business success : The man behind Halo Top

Not long ago, Justin Woolverton was pleading with US supermarkets to keep his reduced calorie ice cream tubs in their freezer cabinets

Justin Woolverton is the founder and chief executive of ice cream brand Halo Top. He is only 38. He launched the business in 2012.

Things were difficult initially, what with the sales of his low fat, low sugar brand Halo Top flat-lining, and stores always threatening to stop stocking it.

Hear Mr Woolverton :
"We were hanging on by the skin of our teeth. We'd tell them 'leave us up there, things are going to turn around'."



Things did turn around as his ice cream is now the best-selling brand in the US.

With very little money for marketing, the LA-based start-up tried to inch up sales by working hard to promote itself on social media.

In 2016 it was reported to have sold 28.8 million tubs, generating $132.4m (£101m) in revenues. That's more than the industry giants Ben & Jerry's (owned by Unilever), and Haagen-Dazs (owned by Nestle), and values Halo Top at around $2bn.