Ben & Jerry’s Founders Urge Unilever to Divest the Brand Amid Strategy Rift
Ben & Jerry’s founders, Ben Cohen and Jerry Greenfield, have publicly called on Unilever to sell the ice cream brand back, citing a growing disconnect between the brand’s original social mission and the corporate strategies of its parent company. The call comes amid mounting criticism of Unilever’s management of the brand and its broader approach to ESG and brand activism.
The co-founders, who sold Ben & Jerry’s to Unilever in 2000, issued their plea in a New York Times op-ed, arguing that Unilever’s leadership had stifled the brand’s progressive values while capitalizing on its cultural cachet. “The company treats the brand like just another asset and doesn’t respect the integrity of our social mission,” the founders wrote, adding that corporate oversight has undermined Ben & Jerry’s unique activist identity.
This public appeal follows a string of controversies, including backlash over the brand’s political commentary and tensions over its decision to halt sales in Israeli-occupied territories—a move that provoked lawsuits and drew international attention. The founders claim Unilever tried to override the brand’s independent board on key decisions, despite agreed-upon governance structures meant to protect its core values post-acquisition.
The timing of the founders’ statement coincides with the departure of Unilever CEO Alan Jope, who faced criticism from investors for his focus on brand purpose over performance. Jope’s leadership approach—described by some stakeholders as prioritizing “wokeness over profits”—sparked debate over the role of corporate purpose in driving business outcomes.
For FMCG stakeholders, this development underscores the challenges global conglomerates face when integrating mission-driven brands into performance-focused portfolios. It raises key strategic questions on how to balance purpose-led branding with shareholder expectations and market dynamics. It also highlights potential risks in governance structures when brand identity is central to consumer loyalty and equity.
As Unilever continues its leadership transition under new CEO Hein Schumacher, the outcome of this high-profile brand dispute may have broader implications for how CPG majors manage purpose-driven acquisitions moving forward.