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In a bold move signalling their discontent with corporate governance, Ben & Jerry’s co-founders Ben Cohen and Jerry Greenfield have publicly urged the board of the newly formed Magnum Ice Cream Company to allow their iconic brand to operate independently.

This appeal comes as Unilever prepares to spin off its ice cream business, which includes Ben & Jerry’s, into a separate entity.

In an open letter addressed to the Magnum Ice Cream Company board, Cohen and Greenfield expressed deep concerns that the brand’s founding values are being compromised under Unilever’s stewardship.

The co-founders highlighted that when they sold Ben & Jerry’s to Unilever in 2000, they were promised autonomy and the ability to pursue their social mission. However, they claim that this commitment has been systematically eroded over the 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 argue that the impending spinoff does not guarantee freedom from the influence of Unilever, which is expected to retain a significant stake in Magnum. They assert that the legacy and leadership of Unilever’s ice cream business will continue to overshadow Ben & Jerry’s unique identity and mission.

Cohen and Greenfield are advocating for Ben & Jerry’s to be released from the Magnum umbrella and operate as an independent entity, supported by investors who align with its progressive values. They believe that the brand’s authenticity and commitment to social justice are critical to its success and resonate deeply with its customer base.

“We no longer believe that Ben & Jerry’s can thrive as part of a conglomerate that fails to support its founding mission,” they wrote. “The strength of Ben & Jerry’s lies in the authenticity of its values and its voice, whether in opposing crimes against humanity, supporting marriage equality, or demanding climate justice.”

The relationship between Ben & Jerry’s and Unilever has been fraught with tension, particularly in recent years. The ice cream brand has publicly criticised Unilever for allegedly undermining its advocacy efforts and has taken legal action regarding the removal of its CEO, David Stever, without proper board approval.

These disputes highlight ongoing governance issues and the struggle for autonomy within a corporate framework that seems increasingly at odds with the brand’s foundational principles.

In response to the co-founders’ letter, Unilever reaffirmed its commitment to Ben & Jerry’s unique mission and stated that the brand is a “proud part” of the Magnum Ice Cream Company. An Unilever spokesperson emphasised their intention to build on Ben & Jerry’s legacy as a beloved business, despite the founders' calls for independence.

Cohen and Greenfield have launched a campaign to rally support for their cause, establishing a website, freebenandjerrys.com, where they articulate their vision of a values-driven Ben & Jerry’s.

The site recognises the importance of activism in the brand’s identity, stating that “ice cream can change the world” and that the company must not compromise its mission in the face of corporate pressures.

As the Magnum Ice Cream Company prepares for its public listing, the future of Ben & Jerry’s remains uncertain. The co-founders’ plea for independence reflects a broader conversation within the food and beverage industry about the balance between corporate governance and brand authenticity, especially for companies with strong social missions.