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Ben Cohen warns of brand collapse under Magnum
Ben & Jerry's co-founder Ben Cohen has declared the iconic ice cream brand will be "destroyed" if it remains under the ownership of its new parent company, Magnum Ice Cream Company (TMICC). In an interview with the BBC, Cohen argued that Magnum's actions threaten the brand's core values and loyal customer base.
Long-standing tensions escalate
The dispute stems from a 2000 sale to Unilever, which allowed Ben & Jerry's to retain an independent board and control over its social mission. Since then, clashes have intensified, particularly over the brand's activism. In 2021, Ben & Jerry's refused to sell products in Israeli-occupied territories, leading Unilever to sell its Israeli operations to a local licensee. Last year, Cohen claimed the company was blocked from launching an ice cream flavor expressing "solidarity with Palestine."
Board chair targeted in audit dispute
Last month, Magnum announced that Ben & Jerry's board chair Anuradha Mittal "no longer meets the criteria to serve," citing an internal audit that identified "material deficiencies in financial controls, governance, and compliance policies." Mittal, who has led the board since 2018, dismissed the audit as a "manufactured inquiry" designed to undermine the board's authority.
"This is not simply an attack on me as chair. It is Unilever's attempt to undermine the authority of the Board itself."
Anuradha Mittal, Ben & Jerry's Board Chair
Cohen echoed Mittal's concerns, stating that Magnum "has no standing" to determine the board's leadership. He called for the brand to be sold to values-aligned investors or for Magnum to reverse course and support the independent board.
Founders' legacy at risk
Cohen, who remains an employee and the brand's most prominent spokesperson, warned that Magnum's ownership could erode Ben & Jerry's identity. "If the company continues to be owned by Magnum, not only will the values be lost, but the essence of the brand will be lost," he told the BBC. He predicted the brand would become "just another piece of frozen mush" if its social mission is suppressed.
Co-founder Jerry Greenfield left the company in September after nearly 50 years, citing concerns over the stifling of its activism. Magnum's CEO, Peter ter Kulve, suggested in a Financial Times interview that the founders, both in their 70s, should "hand over to a new generation." Cohen dismissed the remark as "absurd," framing the conflict as a battle over a "legally binding agreement" to preserve the brand's values.
Magnum defends its stance
A Magnum spokesperson insisted the company "always respected" Ben & Jerry's social mission and that the brand was "not for sale." The spokesperson added that Magnum aims to strengthen the brand's "non-partisan values-based position."
Despite the controversy, Magnum began trading on the Euronext Amsterdam exchange on Monday, following its spin-off from Unilever. Shares opened at €12.20 (£10.66), below the reference price of €12.80 (£11.18), but closed 1.3% higher. The demerger positions Magnum as the world's largest standalone ice cream business.
What's next
Mittal has signaled no intention to step down from the board, while Cohen continues to push for a change in ownership. The outcome could determine whether Ben & Jerry's retains its activist identity or fades into a conventional corporate brand.
