Ben & Jerry’s Founders Seek Control of Ice Cream Brand from Unilever

The co-founder of Ben & Jerry’s, Ben Cohen, is launching a bid to regain ownership of the famous ice cream brand after more than two decades under Unilever’s stewardship. Cohen, aged 74, and his co-founder Jerry Greenfield, also 74, established the company in 1978 in a petrol station in Vermont. In 2000, they sold the brand to the FTSE 100 consumer goods giant for a reported $326 million.

The backdrop to Cohen’s move is a complex relationship marred by a series of reported disputes with Unilever, particularly over the brand’s social activism and ethical stance on various controversial issues. Ben & Jerry’s has fervently maintained its independent board, which has the authority to make decisions regarding its social mission and marketing. Despite this, tensions have arisen over Unilever’s management decisions, especially concerning social advocacy that has sparked significant debate.

Ben & Jerry’s has taken a pronounced stand against selling ice cream in occupied Palestinian territories, asserting that such action contradicts its core values. This decision led to a significant rift when Unilever allegedly sold the ice cream division’s operations in Israel, prompting Cohen and Greenfield to accuse the corporate giant of breaching the terms set during their acquisition.

The conflict has escalated, with Ben & Jerry’s suing Unilever in an attempt to halt what it views as efforts to dismantle its independent board and overshadow its progressive social agenda. Cohen, who is currently an employee of Ben & Jerry’s but not a member of the board, expressed the need for the company to be liberated from its corporate overlord. “In the year 2000, Unilever loved us for who we were,” he stated, highlighting the evolution of their relationship over the years.

As Unilever prepares to spin off its ice cream business, which includes Ben & Jerry’s and other popular brands, questions remain about the future of the ice cream giant’s unique identity. Despite Unilever’s assertion that Ben & Jerry’s is not for sale, Cohen’s campaign to reclaim control emphasizes the ongoing tensions between brand integrity and corporate ownership.