The Ben & Jerry's Name Could Face Being Destroyed, Says Co-Founder Ben Cohen
The iconic ice cream brand faces destroyed by continuing with parent company the Magnum Ice Cream Company, co-founder Ben Cohen has stated.
These statements are the latest escalation within an long-running conflict involving the ice cream maker and its corporate owner regarding matters concerning political advocacy, autonomous governance, as well as core principles.
Conflict Over Values Versus Governance
The declaration comes on the very day when Magnum commenced being traded on the separate entity in the stock markets, following its demerger from former owner Unilever.
Ben & Jerry's was sold to Unilever in the year 2000 with an agreement that granted the brand an unusual degree of autonomy, including its own governing board plus authority for its advocacy work.
However, tensions have deepened over the years, leading to the current impasse with new owner Magnum.
"Should Ben & Jerry's remains owned by its current owner, not only will its principles disappear, but the heart of Ben & Jerry's will vanish," stated Mr. Cohen.
Key Points of Contention
- In 2021: Ben & Jerry's moved to cease sales within Israeli-occupied territories, a decision that led to Unilever divesting the brand's business in Israel.
- October 2024: The founder stated the brand was prevented from introducing an ice cream meant to express "solidarity with Palestine."
- Board Leadership: Ahead of the spin-off, the parent company declared that board chair Anuradha Mittal failed to meet the requirements for her role” following a review, pointing to “material deficiencies in governance.”
Ms. Mittal has firmly denounced these claims, calling it a fabricated review – engineered to attempt to undermine me,” and that it was an attack on the independent board's authority itself.
“Not Fit to Own”
The co-founder contends that Magnum lacks the authority to determine who the chair the autonomous board should be.”
Cohen stated, “Therefore, by trying to [change the chair], it is clear that they are not suited to own this brand.”
The proposed solution involves one of two options: finding a new group of owners who support its mission, or a complete “180 degree turn around” by Magnum in support of the current board's autonomy.
Risk of Becoming ‘Just Another Piece of Ice Mush’
The founder, who remains an employee for Ben & Jerry's, expressed fear that the company’s dedicated following could become lost for good.
“As they undermine Ben and Jerry's values, they will destroy that following and they will damage the brand itself,” he warned.
“It will turn into just another lump of ice cream slush which is destined to lose a lot of market share.”
In response, a spokesperson for Magnum emphasized that the brand was “not being sold” and that it had “always respected” the brand’s commitment to activism.
A Standalone Business
The demerger establishes what is now the world's biggest standalone ice cream company.
Its stock started at €12.20 during its debut of trading, under its anticipated initial price however later regain ground to close with a 1.3% increase.
