‘It ain’t the same’: inside the bitter battle to free Ben & Jerry’s
Ben & Jerry's co-founder Ben Cohen is leading a campaign to 'Free Ben & Jerry's' from its parent company Unilever, citing a loss of independence and social mission.
Intelligence analysis by Llama
Ben Cohen, co-founder of Ben & Jerry's, is fighting to take back the brand from Unilever, which he claims has silenced the company's activism and compromised its values.
Ben & Jerry's co-founder Ben Cohen is trying to take back the company from its parent company Unilever because he thinks they're not being true to their values. He's asking people to boycott Magnum's other brands to put pressure on Unilever to sell Ben & Jerry's back to its founders.
Analysis
A $60B Vote of Confidence
Ben & Jerry's social and economic value was protected for decades by an independent board with final say on the brand's voice, values, and ice-cream quality. However, this independence has all but disappeared since Unilever took over in 2000. The company's unique deal with Unilever was built around an independent board and was lauded by the Wharton School for preserving the company's pledge to try to 'make the world a better place' while also committing to making great ice-cream and turning a profit.
Why Cursor?
The divide between the brand's founders and the company's corporate owners is deep and bitter. Cracks first opened after an independent board overseeing the company said in 2021 that selling Ben & Jerry's ice cream in occupied Palestine was 'inconsistent with our values', sparking outrage in Israel. Unilever sold off the Israeli trademark to a local businessman who is now selling a 'Milk & Honey' flavor. The board first sued Unilever in 2024, accusing the company of silencing its activism over Palestine, including vocal support for Gaza and calls to stop US aid to Israel.
The Road Ahead
Ben & Jerry's could be valued at $1bn or more, according to co-founder Ben Cohen. However, Magnum has insisted that the brand is not up for sale, and Cohen is amping up his campaign. In recent weeks, Cohen has started calling for a boycott of Magnum's other brands, including Yasso, Breyers, Talenti, and Klondike, with the idea that tanking the company's overall sales will pressure it to sell back the company. 'We didn't want it to have to come to this,' he said of the boycott, but Magnum is 'destroying a brand' that stands for values its customers believe in.
Key points
- Ben & Jerry's co-founder Ben Cohen is leading a campaign to 'Free Ben & Jerry's' from its parent company Unilever.
- Cohen claims that Unilever has silenced the company's activism and compromised its values.
- The campaign includes a boycott of Magnum's other brands, including Yasso, Breyers, Talenti, and Klondike.
- Ben & Jerry's could be valued at $1bn or more, according to Cohen.
If Ben & Jerry's is able to regain its independence, it could continue to be a leader in social activism and maintain its commitment to making great ice-cream. This could also lead to a renewed focus on the brand's values and mission, which could attract new customers and increase sales.
If Unilever is unable to sell Ben & Jerry's back to its founders, the brand may continue to lose its independence and social mission. This could lead to a decline in sales and a loss of customer loyalty, ultimately harming the brand's reputation and value.
