Ben & Jerry’s Challenges Unilever, Seeks Return to Independent Governance
Ben & Jerry’s is pushing back against parent company Unilever, seeking to reclaim control of its brand governance and social mission after more than two decades under corporate ownership. The Vermont-based ice cream maker, known for its progressive activism, has asked Unilever to spin the brand off into an independent public benefit corporation.
The request, submitted at Unilever’s annual shareholder meeting, comes amid growing tensions around how multinational ownership aligns—or conflicts—with brand integrity and purpose-led business strategies. Ben & Jerry’s claims Unilever has failed to uphold the brand’s commitment to ethical standards, particularly regarding its operations in Israel, where the brand opposed selling products in what it considers occupied Palestinian territories.
Though Ben & Jerry’s board has historically operated with relative autonomy, it alleges Unilever overrode its direction by selling licensing rights in Israel to a local manufacturer. This move, according to the board, violated the original acquisition agreement and eroded the integrity of its social mission.
Ben & Jerry’s co-founder Ben Cohen stated, “Unilever is threatening the very soul of our company.” Fellow co-founder Jerry Greenfield added that decisions made without the brand’s core values in mind could damage its hard-earned trust with consumers and local partners.
While Unilever rejected the shareholder resolution—arguing that the brand’s governance already ensures independent decision-making—activist investors and consumer advocacy groups have voiced support for Ben & Jerry’s position. The incident underlines how purpose-led brands under large FMCG portfolios must navigate the balance between profitability and principles.
For FMCG leaders, this case reinforces the strategic complexity of managing socially driven brands. With consumers increasingly demanding transparency and ethical alignment, especially in food and beverage, the risks of brand-value misalignment are heightened in multinational structures.
Ben & Jerry’s proposition to become a public benefit corporation would codify its dual mission of profit and purpose into its legal DNA—setting a precedent that could become more relevant as ESG considerations continue to reshape brand governance models industry-wide.