Ben & Jerry’s Co-Founder Urges Unilever to Sell the Ice Cream Brand
Ben & Jerry’s co-founder Ben Cohen is publicly calling on Unilever to divest the iconic ice cream brand, arguing that the conglomerate’s corporate structure is undermining the company’s core social mission. Cohen expressed the plea during a press event on April 3, advocating for the brand’s return to independent ownership or a new structure that honors its founding values.
Ben & Jerry’s, widely known both for its premium ice cream and progressive activism, was acquired by Unilever in 2000. While the acquisition deal included protections for the brand’s independent board to oversee its social mission, Cohen contends that Unilever has since found ways to override or sideline that governance.
“It’s time to free Ben & Jerry’s so it can live up to the mission we crafted,” said Cohen. He emphasized that large corporate ownership is limiting the brand’s ability to take bold, values-driven stances, such as its controversial decision in 2021 to halt sales in Israeli-occupied Palestinian territories—a move Unilever later walked back via another subsidiary despite the Ben & Jerry’s board’s objections.
The tension points to broader challenges in the FMCG sector where multinational ownership can clash with brands known for their ethical or activist foundations. For FMCG operators managing mission-driven consumer brands, this conflict underscores the importance of governance frameworks that don’t dilute identity for scale.
Despite significant growth since its acquisition, Ben & Jerry’s finds its original ethos at risk. Unilever, one of the world’s largest consumer goods companies, has not commented on Cohen’s latest remarks. However, the ice cream category remains a key part of its portfolio, with Ben & Jerry’s contributing significantly in premium segments. The brand’s global presence has tripled since the takeover, but activist founders argue this has come at the cost of its moral compass.
Industry observers note that consumer preference continues to skew toward brands perceived as authentic and transparent. This growing demand places pressure on parent companies to align acquisitions with their founding missions or risk reputational fallout.
Cohen’s appeal may not alter ownership in the immediate term, but it brings renewed focus to the delicate balance FMCG conglomerates must strike between purpose and profit, especially in consumer categories where brand ethos drives loyalty.