Ben & Jerry’s Co-Founder Launches Boycott to Force Sale of Brand

Co-founder Ben Cohen, 75, has called for a consumer boycott of Magnum Ice Cream Company’s portfolio—including Yasso, Breyers, Talenti and Klondike—to pressure the conglomerate to divest Ben & Jerry’s. Cohen argues that the brand’s “authenticity and attitude” are being eroded after Unilever’s 2020 spin-off of its ice-cream division into Magnum. He says the campaign aims to “take back” the company and eventually own it himself, gathering roughly 200,000 petition signatures and social-media support.

The Guardian

Ben & Jerry’s was sold to Unilever in 2000 for $326 million under a deal that created an independent board to safeguard its social mission. The board’s 2021 decision that selling ice-cream in occupied Palestine conflicted with its values sparked controversy in Israel. In November 2024 the brand sued Unilever, alleging blockage of Gaza-related advocacy and breach of the governance agreement.

The Guardian

Magnum reported that Ben & Jerry’s is one of its “top four” brands, delivering 3 % organic sales growth in 2025 and contributing about 35 % of its €7.9 billion (? $9.1 billion) revenue from the Americas.

The Guardian

Management professor Maurice Schweitzer of the Wharton School cautioned that “most boycotts fail because people get distracted,” questioning the likelihood of sustained consumer pressure. Social-media commentator Base echoed skepticism, asking, “Did you really think a giant company wouldn’t exploit you? When has an international company ever had social values?”

The Guardian

• “Most boycotts fail because people get distracted,” — Maurice Schweitzer, a management professor at the Wharton School at the University of Pennsylvania

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• “Our focus remains where it belongs: on supporting the Ben & Jerry’s team and its three-part mission while making great ice-cream and campaigning on the causes the brand cares about – and the team is doing a fantastic job,” — Victoria McKenzie-Gould

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• “Ben is a great campaigner, but Ben & Jerry’s is not for sale, and we are confident in the future because Ben & Jerry’s is thriving as part of the Magnum Ice Cream Company,” — Victoria McKenzie-Gould

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• “More than one-third of bar buyers in the last year are completely new fans to Ben & Jerry’s,” — Jochanan Senf

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• “I think that there’s millions of people who support Ben and Jerry’s and support its social mission,” — Ben Cohen, the spokesperson

The Guardian