Ben & Jerry's, the iconic ice cream brand known as much for its inventive flavours like Chunky Monkey and Cherry Garcia as its unapologetically progressive values, is once again in the spotlight. This time, it's not for a new campaign or limited-edition pint, but for a dramatic effort to reclaim its soul.
On 2 April 2025, co-founder Ben Cohen made headlines by launching a daring bid to buy back the company from Unilever, the multinational consumer goods giant that has owned the brand since 2000. With Unilever preparing to spin off its entire ice cream division, Cohen sees a narrow window to bring Ben & Jerry's back under independent control — and back to its original activist ethos.
