# Halo Top Ice Cream: Justin Woolverton

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2023-04-17
- Length: 1h 14m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-17-halo-top-ice-cream-justin-woolverton

## Summary

Justin Woolverton, founder of Halo Top, explains how he left a lucrative career as a lawyer to bootstrap a low-calorie ice cream brand from his home kitchen. He details the technical challenges of formulating a recipe using stevia and egg whites that remained scoopable, the struggle to secure co-packers and distribution, and the pivotal viral moment caused by a GQ article that drove 2,500% growth. Woolverton discusses the subsequent influx of copycat competitors, his decision to sell the company to Wells Enterprises while burnt out, and the personal impact of sudden wealth.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-17-halo-top-ice-cream-justin-woolverton#t=0) Introduction: Justin Woolverton and Halo Top
- [4:31](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-17-halo-top-ice-cream-justin-woolverton#t=271) Leaving Law and the First Recipe Experiments
- [15:55](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-17-halo-top-ice-cream-justin-woolverton#t=955) Formulation Challenges and Co-Packer Rejections
- [29:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-17-halo-top-ice-cream-justin-woolverton#t=1755) Early Distribution, Name Change, and Cash Flow Struggles
- [48:40](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-17-halo-top-ice-cream-justin-woolverton#t=2920) The GQ Article and Explosive Growth
- [52:57](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-17-halo-top-ice-cream-justin-woolverton#t=3177) Scaling Production and Competing with Copycats
- [1:02:41](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-17-halo-top-ice-cream-justin-woolverton#t=3761) Selling Halo Top to Wells Enterprises
- [1:09:36](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-04-17-halo-top-ice-cream-justin-woolverton#t=4176) Post-Sale Life and Reflections

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Halo Top (product)
- Ben and Jerry's (product)
- Häagen-Dazs (product)
- Eden Creamery (product)
- Wells Enterprises (company)
- Blue Bunny (product)
- GQ (other)
- Sprouts (company)
- Whole Foods (company)
- Kroger (company)
- Target (company)
- Unilever (company)
- Ferrero (company)
- Cuisinart (tool)
- Stevia (material)
- Facebook (other)
- Instagram (other)
- Latham & Watkins (company)
- Erewhon (company)
- Bristol Farms (company)

## Related episodes from other shows

- [Founder Feature: Hannah Pollack of Nightingale Ice Cream](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-10-founder-feature-hannah-pollack-of-nightingale-ice-cream) (The Startup CPG Podcast)
- [Founder Feature: Liv Truesdell of FROST Buttercream](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-12-founder-feature-liv-truesdell-of-frost-buttercream) (The Startup CPG Podcast)
- [Founder Feature:  Elan Halpern & Kiki Couchman of Sourmilk](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-07-founder-feature-elan-halpern-kiki-couchman-of-sourmilk) (The Startup CPG Podcast)
- [Dip Into Paradise with Founder Emily Edwards](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards) (The Startup CPG Podcast)
- [Founder Feature:  Taylor Espinoza of Unicorn Bites](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-16-founder-feature-taylor-espinoza-of-unicorn-bites) (The Startup CPG Podcast)

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