Ben & Jerry’s co-founders, Ben Cohen and Jerry Greenfield, have publicly called on the board of the newly formed Magnum Ice Cream Company to allow their iconic brand to operate independently. The appeal comes as Unilever moves to spin off its ice cream business, including Ben & Jerry’s, into a separate entity. This move does not, in the co-founders’ view, guarantee the autonomy needed to preserve the brand’s founding mission.

In an open letter addressed to the Magnum board, Cohen and Greenfield expressed concern that Ben & Jerry’s core values are being compromised under Unilever’s stewardship. The co-founders emphasised that when they sold the company to Unilever in 2000, they were assured operational independence and the ability to pursue the brand’s social mission. They argue that this commitment has steadily eroded, particularly in recent years.

“For several years now, the voice of Ben & Jerry’s has been silenced by Unilever, particularly when the brand has tried to speak out about social justice and unjust wars,” the letter stated. “That is not the Ben & Jerry’s that we founded.”

The founders contend that the upcoming spin-off does not eliminate Unilever’s influence, which is expected to remain significant in the Magnum Ice Cream Company. They are advocating for Ben & Jerry’s to operate as an independent entity, backed by investors aligned with the brand’s progressive values. Cohen and Greenfield argue that the authenticity of the brand’s social mission—whether advocating for climate justice, marriage equality, or human rights—is central to its consumer appeal and long-term success.

The relationship between Ben & Jerry’s and Unilever has been strained for several years. The brand has publicly criticised the conglomerate for allegedly undermining its advocacy efforts and has pursued legal action over the removal of CEO David Stever, citing governance violations. These disputes underscore the broader challenges of maintaining brand autonomy within large corporate frameworks, especially for purpose-driven companies.

Unilever, in response, reaffirmed its commitment to Ben & Jerry’s unique mission, describing the brand as a “proud part” of the Magnum Ice Cream Company and pledging to build on its legacy.

To rally public support, Cohen and Greenfield launched a campaign through the website freebenandjerrys.com, articulating their vision for a values-driven Ben & Jerry’s. The initiative underscores the founders’ belief that activism is integral to the brand’s identity, stating that “ice cream can change the world” and warning against compromising the mission under corporate pressure.

As the Magnum Ice Cream Company prepares for its public listing, the future of Ben & Jerry’s remains uncertain. The co-founders’ push for independence highlights an ongoing conversation in the food and beverage industry about balancing corporate governance with brand authenticity, particularly for companies with strong social missions.