The ultra-progressive founders of Ben & Jerry’s are facing a harsh reality check after their woke messaging clashed with corporate parent Unilever’s business interests. Could this be the end of chunky ice cream with a side of liberal politics?
At a Glance
- Ben & Jerry’s founders are seeking to buy back their company from Unilever amid restrictions on their political activism
- Unilever purchased the ice cream company in 2000 for $326 million but has reportedly blocked criticism of President Trump
- The dispute intensified after Ben & Jerry’s 2021 decision to halt sales in Israeli-occupied West Bank
- Ben & Jerry’s filed complaints alleging Unilever is dismantling its independent board and halting its social justice mission
- Unilever has stated that Ben & Jerry’s is “not for sale” despite plans to separate its ice cream business
Liberal Ice Cream Moguls Clash With Corporate Reality
Ben Cohen and Jerry Greenfield, the founders of the famously progressive ice cream brand Ben & Jerry’s, are learning the hard way that selling your company means giving up control of its political messaging. The duo, who sold their Vermont-based ice cream company to consumer goods giant Unilever in 2000 for $326 million, are now reportedly considering a buyback after Unilever put the brakes on their liberal activism, including prohibiting criticism of President Trump and his policies.
Since its founding in 1978, Ben & Jerry’s has maintained a reputation for promoting progressive causes alongside its premium ice cream products. However, the relationship between the founders and Unilever has turned increasingly bitter in recent years, with tensions boiling over following Ben & Jerry’s 2021 decision to stop selling ice cream in Israeli-occupied Palestinian territories – a move that sparked boycotts from pro-Israel consumers and pushback from Unilever.
They could be forced to make huge changes.
The current dispute centers on allegations that Unilever is attempting to silence Ben & Jerry’s political advocacy, particularly regarding criticism of President Trump. A recent complaint filed by Ben & Jerry’s claims Unilever is systematically dismantling its independent board and blocking its ability to speak out on progressive causes, including climate change, racial justice, and criticism of conservative policies and leaders.
“Ben & Jerry’s is an important part of the ice cream business, and it’s not for sale,” a spokesperson for Unilever said.
Unilever CEO Peter ter Kulve has defended the company’s actions, suggesting they were responding to a “new dynamic” during “unprecedented times.”
This corporate-speak likely references growing consumer fatigue with brands that inject divisive political messaging into products meant for mass-market appeal. Many conservative consumers have increasingly pushed back against what they see as “woke capitalism” from brands like Ben & Jerry’s.
Cohen and Greenfield face significant hurdles in their bid to reclaim control of their former company, however. The ice cream brand has grown substantially under Unilever’s ownership and could now be valued at several billion dollars. The founders would need to partner with deep-pocketed investors to have any chance of completing a buyback, according to industry analysts. Meanwhile, Unilever is dealing with its own corporate challenges, including poor performance and falling shares.
While Unilever has confirmed plans to spin off its ice cream division, which includes brands like Magnum and Wall’s alongside Ben & Jerry’s, the company has explicitly stated that Ben & Jerry’s is not for sale.
Let’s see what happens.
