Ice cream brand Ben & Jerry’s has always had a strong progressive streak running through its identity, and they’re a textbook example of a CPG brand that’s made social causes a large part of its identity.
When the brand sold its ice cream business to mega-corporation Unilever in 2000, the company sought to maintain its prominent social mission after the acquisition. The arrangement was supposed to allow Ben & Jerry’s independent board to continue championing liberal causes like LGBTQ rights, climate change, and campaign finance reform; Unilever would have the final word on the business’ finances and operations.
A lawsuit recently filed by Ben & Jerry’s board alleges that Unilever has failed to adhere to that agreement by threatening to dismantle the independent board, intimidating and suing board members, and censoring the company from expressing support for peace and refugee rights.
