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Ben & Jerry's has introduced a new limited-edition ice cream flavour, called 'Churn Out the Vote,' in collaboration with the Black Voters Matter Capacity Building Institute (BVM).
The limited-edition flavour – that combines pretzel swirls, fudge chips and chocolate mousse ripples in a vanilla base – is part of a broader initiative to increase voter turnout.
According to the company, the initiative aims to inspire young voters, particularly young people of colour, ahead of the upcoming US presidential election. From now until US election day on 5 November, Ben & Jerry's website will be a 'one-stop-shop' to help consumers become voters – people can check their voter registration status and find information on polling locations, early voting and vote-by-mail options.
Additionally, a portion of proceeds from purchases of the new flavour from Ben & Jerry's Scoop Shops across the US will be donated to Black Voters Matter.
Palika Makam, Ben & Jerry's US activism manager, said: "We couldn't be more pleased to once again join Black Voters Matter in support of their work to ensure that those who will be most impacted by the policies of the next administration vote and that their vote is counted".
The new flavour will be available in limited-edition pints, priced between $5.99 and $6.49.
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