Image Credit: @yobencohen on Instagram
Ben Cohen, co-founder of Ben & Jerry’s, was seen in London yesterday bearing a placard that read “Yo, Magnum Free Ben & Jerry’s”. If you haven’t kept tabs on the world of ice cream, you’re not alone in thinking, what on earth does this mean?
Image Credit: @yobencohen on Instagram
Since its establishment in 1978, Ben & Jerry’s have solidified themselves as a ‘values-led company’ – vocal, present and proud. The company was founded by childhood friends Ben Cohen and Jerry Greenfield and despite being bought by Unilever in 2000, they have remained employees and not shied away from using their platform for political activism. This is a refreshing transparency, seen with many supported causes advertised on their website. Their most recent activity has been advocating for the rights of asylum seekers, the right to protest and, most poignantly, Occupied Palestinian Territory (OPT), as defined by the United Nations.
In 2021, the brand announced they would cease sales in OPT, claiming the operation was “inconsistent with our values”. Parent company Unilever then took a massive financial hit alongside accusations of antisemitism, and later resumed operations within OPT, bringing lawsuits from Ben & Jerry’s independent board. The parent company has been accused countless times of censorship, allegedly blocking several social media posts, such as a call for an Israel-Hamas ceasefire, commemorating Black History Month, and criticising Trump’s Republican legislation. Unilever denied “muzzling” the board but were met further with accusations of ousting Ben & Jerry’s former-CEO David Stever for his perceived progressive stance.
It seems the ice cream business has become far too much for Unilever as they announced a de-merger this year, calling the spin-off division The Magnum Ice Cream Company (whose other brands include Ben & Jerry’s, Cornetto and Magnum). Unilever have ultimately separated the ‘noise’ from their main business in a commercially disguised political move. Although Magnum will function as an entirely separate entity there is no indication their stance will differ from Unilever. Ben & Jerry’s still feel suppressed and co-founder Ben Cohen calls for their freedom.
“All we’re asking is for them to sell the company to a group of people who support the values of Ben & Jerry’s. Let Ben & Jerry’s be Ben & Jerry’s, let Magnum be Magnum.”
Ben Cohen, co-founder of Ben & Jerry’s
Ben & Jerry’s have proved it is possible to be profitable, political and proactive. Next time I find myself browsing the supermarket freezers, I can pick up my beloved Ben & Jerry’s Cookie Dough, now understanding it’s more than an ice cream, it’s a movement. #FreeBenAndJerrys
To learn more visit https://freebenandjerrys.com
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