The co-founder of the iconic, socially-conscious ice cream brand Ben & Jerry's has launched a blistering attack on its new corporate parent, accusing it of an 'Orwellian' power grab that is dismantling the company's founding principles.
A Bitter Scoop: The Clash Over Corporate Control
Ben Cohen, who founded the brand with Jerry Greenfield in 1978, has publicly condemned Magnum, the new leadership entity created by consumer giant Unilever. The conflict stems from a major corporate restructuring this month, which placed Ben & Jerry's under Magnum's direct control. Cohen claims this move is actively 'destroying' the brand's long-standing social mission.
Ben & Jerry's was originally acquired by Unilever in 2000 under a unique agreement designed to protect its independent social advocacy through a separate board. Cohen argues this safeguard has now been shattered. "They said that they're enhancing the social mission when they're actually destroying it," he stated in an interview with CNBC. "They said that they're future-proofing the Board of Directors when they're actually dismantling it. It's another desperate power grab."
Boardroom Shake-Up Sparks Legal Threat
The dispute escalated dramatically on Monday when Magnum ousted three directors from the Ben & Jerry's board. The parent company implemented sweeping governance changes, including a nine-year term limit for board members and new protocols enforcing compliance with Magnum's business integrity code.
Among those removed was board chair Anuradha Mittal. In November, the company declared Mittal no longer 'meets the criteria' to serve, but Cohen alleges they failed to substantiate this claim. "Initially, they were trying to get rid of the chairman... by making these unfounded allegations," Cohen said. "They weren't able to substantiate that, so now they're saying, well, she served for too long. It's arbitrary, and it's illegal."
Magnum defends its actions, stating the changes "aim to preserve and enhance the brand's historical social mission and safeguard its essential integrity." A spokesperson emphasised the board's historical role in ensuring Ben & Jerry's remains "a vital voice for social change."
'Not For Sale': Magnum Hits Back as Cohen Calls for Divestment
Cohen, who remains involved with the brand unlike his retired co-founder, is now advocating for a complete separation. He believes Magnum's corporate approach is devaluing the asset and insists the brand should be owned by investors who genuinely support its mission.
"Investors would be a lot better off if Magnum finally sold this asset, which they are in the process of devaluing," Cohen argued. He suggested Magnum should "stick to their knitting" with middle-of-the-road brands and stop trying to force Ben & Jerry's into the same mould.
However, Magnum's chief executive, Peter Ter Kulve, has firmly shut down any talk of a sale. "Ben wants to have it back, but I am sorry, Ben, it is not for sale," he told the BBC. Ter Kulve praised the brand's "outstanding" management team, noting "Ben is not running the business," and expressed confidence in their ability to balance social campaigning with commercial needs.
This corporate standoff leaves the future of one of the world's most politically outspoken consumer brands hanging in the balance, caught between its activist roots and the demands of its multinational corporate ownership.
