Ben & Jerry’s co-founder Ben Cohen has accused parent company Unilever of blocking the ice cream brand from launching a Palestine-themed flavor, leading him to independently create a watermelon sorbet to express solidarity with Palestine and call for peace. This announcement deepens the long-standing dispute between the socially active ice cream maker and its corporate owner, highlighting tensions over business values and activism.
Cohen revealed the move in an Instagram video on Tuesday, calling for public suggestions on the product’s name and ingredients. He explained that the watermelon flavor was chosen because its colors—red, green, black, and white—mirror those of the Palestinian flag, making it a symbol of support for Palestinians. In the video, Cohen stated, “I’m doing what they couldn’t. I’m making a watermelon-flavoured ice cream that calls for permanent peace in Palestine and calls for repairing the damage that was done there.” This independent initiative is part of his personal brand, Ben’s Best, which he will use to address causes Ben & Jerry’s has been barred from promoting publicly.
The conflict stems from Unilever’s acquisition of Ben & Jerry’s in 2000, with co-founders alleging that the parent company has unlawfully hindered the ice cream maker from honoring its social mission. A key point of contention arose in 2021 when Ben & Jerry’s decided to stop selling its products in Israeli-occupied territories, a move that Unilever circumvented by selling the Israeli operation to a local licensee, allowing sales to continue in the West Bank. Cohen and co-founder Jerry Greenfield have consistently argued that such actions undermine the brand’s commitment to social justice.
Ben & Jerry’s has built its identity on activism, speaking out on political, environmental, and humanitarian issues for over 40 years, including the Israel-Gaza conflict. However, under Unilever’s ownership, the company’s ability to engage in public advocacy has faced increasing restrictions. This has led to internal strife, with Cohen continuing to advocate from within the company while Greenfield took a different path.
In September, Greenfield resigned from Ben & Jerry’s, citing concerns that Unilever’s policies had compromised the company’s independence and values. At the time, Cohen expressed that the ongoing conflict was “breaking” Greenfield’s heart, but he chose to remain inside to fight for the social mission. Greenfield’s departure underscored the deepening rift between the founders and their corporate parent, emphasizing the challenges of maintaining activist principles within a large conglomerate.
Cohen’s new flavor series under Ben’s Best builds on his earlier activism, such as the “Bernie’s Back” ice cream created in 2016 to support Bernie Sanders’ presidential campaign. He plans to develop additional flavors addressing other issues that Ben & Jerry’s has been silenced on, allowing him to bypass corporate constraints. This approach not only highlights the specific dispute over Palestine but also serves as a broader statement on corporate influence over social advocacy.
The situation reflects wider debates about the role of socially conscious brands in global business, where profit motives can clash with ethical commitments. Unilever has not publicly commented on Cohen’s recent allegations, but the dispute may influence how other companies handle activism and free speech. As Cohen moves forward with his independent project, it remains to be seen whether this will lead to reconciliation or further escalation in the relationship between Ben & Jerry’s and Unilever.