Ben & Jerry's co-founder Ben Cohen is leading a fierce campaign to buy back the ice cream brand from parent company Unilever (now Magnum Ice Cream Company). He alleges Unilever has compromised the brand's quality and silenced its social activism, sparking a legal battle and a call for a boycott of Magnum's other brands.
Ben Cohen, co-founder of Ben & Jerry’s, is embroiled in a significant battle to reclaim the iconic ice cream brand from its parent company, Unilever, now operating its ice cream division as Magnum Ice Cream Company. Cohen's criticism began with the quality of a new chocolate-covered ice cream bar, which he described as "kinda fluffy," symbolizing his deeper frustration with Unilever's alleged erosion of Ben & Jerry's core values and product integrity. Cohen asserts that the independent board, established during the 2000 sale to Unilever to safeguard the brand's social mission and ice cream quality, has lost its power. This conflict escalated in November 2024 when Ben & Jerry's board sued Unilever, claiming it was blocked from supporting Gaza and accusing Unilever of breaching their agreement, particularly after the brand's 2021 stance against selling ice cream in occupied Palestine. Following Unilever's decision in September 2025 to spin off its ice cream brands, Cohen launched the "Free Ben & Jerry’s" campaign, urging Magnum to sell the brand so it can be independently owned. He estimates Ben & Jerry's value at $1 billion or more and emphasizes that social activism is crucial to its appeal. With Magnum stating the brand is "not for sale," Cohen has intensified his efforts, calling for a boycott of Magnum's other brands, including Yasso, Breyers, Talenti, and Klondike, hoping to pressure the conglomerate through declining sales. While industry experts express skepticism about the boycott's success, citing consumer distraction and a backlash against "woke capitalism," Cohen remains steadfast, believing loyal fans will support his cause to eventually re-acquire the company. The article details a history of the brand's activism under Unilever, including support for same-sex marriage and calls to "dismantle white supremacy," contrasting it with recent events like the ousting of CEO David Stever and co-founder Jerry Greenfield's resignation, both attributed to Unilever's attempts to stifle the brand's social mission. Magnum, however, refutes these claims, stating Stever's departure was due to the spinoff and that the philanthropic foundation's closure was due to "governance issues." Magnum maintains that Ben & Jerry's is thriving under its ownership, citing significant growth in global footprint and revenue, and substantial investment in its social mission. Despite this, Cohen is determined, stating, "I’m going to take it until we win," believing that millions of supporters will help him overcome the formidable hurdles.
