Ben & Jerry’s founder asks people to buy fewer Magnums to “liberate” his brand

One of the two founders of ice cream brand Ben & Jerry’s advised consumers to buy fewer Magnum products to help liberate the brand he helped create. Ben Cohen made the comments during a meeting in Rotterdam this week.

Cohen and long-time friend Jerry Greenfield have been in conflict with the owners of their brand since 2021, when they were angered that Ben & Jerry’s products were being sold in areas of the Palestinian territories occupied by Israel. Their argument was first with Unilever, which spun off a dozen brands into a new Amsterdam-headquarted firm, The Magnum Ice Cream Company.

Cohen and Greenfield are vocal activists against Israel’s occupation of the region, and had come to a terms with Unilever in 2022. However, the issue re-ignited, and Cohen, 75, now wants the current owner to divest the Ben & Jerry’s brand because it can no longer be used to promote social positions. The brand has a long history of being outspoken on a variety of issues.

After being asked during the Rotterdam meeting whether people should boycott Ben & Jerry’s ice cream to put pressure on Magnum, Cohen replied that it would likely have little effect. He believes that would only lead to Ben & Jerry’s becoming weaker, putting employees’ jobs at risk.

Instead, it would probably be more helpful if consumers bought less ice cream from Magnum and its brands. “That hurts them more,” he added. Magnum’s portfolio includes Cornetto, Breyers, Talenti, and Carte D’Or.

Cohen has been in the Netherlands to further promote his Free Ben & Jerry’s campaign. On Tuesday, he protested in front of the Magnum office and wanted to hand over a petition from people who support his campaign. However, he was prevented from going inside, and staff did not emerge to accept the petition.

Although the conflict has been going on for years, the co-founder does see light at the end of the tunnel. “Neither Magnum nor Ben & Jerry’s benefits from this, so I expect it to be resolved within a few months. Hopefully the board will soon approve allowing Ben & Jerry’s to change ownership.”

The Magnum Ice Cream Company said it would not comment on the matter.