Ben & Jerry’s Accuses Unilever of Ousting CEO Without Consultation
Ben & Jerry’s has alleged that its parent company, Unilever, acted unilaterally in removing CEO Matthew McCarthy, raising fresh tensions between the ice cream maker and its corporate owner. The move has reignited discussions around the brand’s autonomy, which was a key condition of its acquisition by Unilever in 2000.
Dispute Over Leadership Change
Ben & Jerry’s board stated that it was not consulted in Unilever’s decision to remove McCarthy, who had led the brand since 2018. The company’s independent board, which was established to oversee and uphold its social mission, has historically clashed with Unilever over business decisions, including past controversies related to product distribution in certain markets.
The ice cream maker emphasized that its board is responsible for overseeing the company’s social impact, yet Unilever retains authority over financial and operational matters. This latest disagreement underscores the ongoing struggle to balance commercial interests with Ben & Jerry’s strong activist stance.
Unilever’s Response and Implications
Unilever has maintained that the CEO transition aligns with broader strategic business decisions. The company, which has been restructuring its operations across multiple divisions, did not offer specifics on the reasoning behind McCarthy’s departure but reiterated its commitment to Ben & Jerry’s identity and mission.
Industry experts note that managing a purpose-driven brand within a large multinational structure remains complex. While Ben & Jerry’s has built a loyal consumer base around its advocacy-driven branding, Unilever must balance these commitments with shareholder expectations and broader corporate priorities.
What This Means for FMCG Leaders
The dispute highlights the ongoing friction that can arise when major FMCG corporations acquire activist brands. As consumers increasingly expect brands to take strong ethical stands, companies face the challenge of maintaining brand authenticity while ensuring alignment with corporate strategy. The outcome of this leadership transition could set a precedent for how purpose-led subsidiaries operate under multinational ownership.
For FMCG professionals, this case serves as a reminder of the complexities involved in maintaining brand integrity while driving business growth. As Unilever navigates this leadership change, the industry will be closely watching how it manages its relationship with one of the world’s most outspoken brands.