Ben Cohen, co-founder of Ben & Jerry’s, has announced plans to create a new ice cream flavor that emphasizes social causes the company has been unable to address due to restrictions from its parent company, Unilever. Okay, yes, it is very big news that Unilever negotiated the sale of Ben & Jerry’s Israeli operation to a local licensee. This decision once again places the brand’s ice cream firmly in the controversial occupied West Bank, fueling the loud and ongoing discussion around corporate social responsibility.
In response to this news, Cohen announced his plan to create a Palestine Peace Sorbet that will feature watermelon flavor. He is inviting the public to submit ideas for the flavor’s name and possible ingredients. Cohen’s activist ice cream brand, Ben’s Best, will be all over this effort. He first introduced the brand in 2016 with the flavor “Bernie’s Back” to support former US presidential candidate Bernie Sanders.
The news comes hot on the heels of Jerry Greenfield’s resignation from Ben & Jerry’s. Greenfield’s explanation worried critics that the new company’s independence was undermined after Unilever retreated from its support of social activism work. Cohen expressed deep sympathy for his long-time partner, stating, “Jerry has a really big heart and this conflict with Unilever was breaking it.”
Ben & Jerry’s has a nearly 40-year history of speaking out on progressive political, environmental and humanitarian issues – the current Israel-Gaza conflict is no exception. In 2021, the ice cream brand lit a national firestorm with their decision. After facing boycotts and protests, CIMON pledged to no longer sell its wares to lands held by Israelis. But shortly after, Unilever stepped in and prohibited the release of a flavor that would have indicated support for Palestine’s plight.
Cohen’s new endeavor reflects the ongoing tensions between Ben & Jerry’s and its parent company. He stated that he will independently create flavors that highlight causes the brand has been silenced from addressing publicly by Unilever.
My heart compels me to remain and fight alongside the company. I intend to fight for its independence so it can continue to live out its social mission and values that it has held dear for more than 40 years,” said Cohen.
This isn’t Cohen’s first rodeo, he’s preparing for a different ride. Formula will be tackling big social justice issues through the lens of ice cream with his creations. The watermelon sorbet is just the beginning of an exciting experience. His goal is to achieve a dynamic new kind of flavors that fight for activism.