Ben & Jerry’s Founders Call Out Unilever Over Alleged Values Clash
Ben & Jerry’s co-founders Ben Cohen and Jerry Greenfield have publicly criticized Unilever’s handling of the ice cream brand, claiming the parent company has shifted away from its core social justice values since its acquisition in 2000. The outspoken remarks come as the brand remains at the center of legal and political debates.
Unilever’s Alleged Departure from Ben & Jerry’s Mission
Cohen and Greenfield argue that Unilever has diluted Ben & Jerry’s commitment to progressive activism, which has long been a core part of its identity. Since its founding in 1978, the brand has taken bold stands on issues such as climate change, racial justice, and corporate responsibility. However, the co-founders claim that Unilever has prioritized profits over principles.
The disagreement became more pronounced after Ben & Jerry’s sought to halt ice cream sales in Israeli-occupied territories, a move that led to a legal battle with Unilever. The conflict underscored broader tensions between corporate ownership and brand identity.
Political Crossfire and Corporate Response
The ice cream brand has also faced backlash for its political positions, with figures such as Elon Musk and Donald Trump criticizing its stances. In response, Unilever has sought to manage controversies while maintaining broad consumer appeal.
While Ben & Jerry’s continues to push for social change, Unilever’s leadership has emphasized balancing activism with shareholder interests. The ongoing friction highlights the challenges large conglomerates face when managing socially conscious brands.
Implications for FMCG Brands
The dispute between Ben & Jerry’s founders and Unilever raises critical questions about brand autonomy within multinational corporations. Consumer brands increasingly face pressure to take political and ethical positions, yet they must also navigate corporate oversight and financial expectations.
FMCG executives and brand managers will watch closely to see whether Unilever’s strategy helps or hinders Ben & Jerry’s long-term consumer loyalty. As socially driven branding continues to shape purchasing behavior, companies must find ways to balance corporate governance with authentic brand values.