Iconic ice cream maker says brand being ‘destroyed’ by Magnum

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Or sign-in if you have an account.Sign for the ice cream brand Ben & Jerry's on 2nd March 2026 in London, United Kingdom. Photo by Mike Kemp/In Pictures via Getty ImagesThe co-founder of Ben & Jerry’s said the ice cream brand’s new owner is in the “process of destroying” the Cherry Garcia maker’s future by stopping it from criticizing U.S. President Donald Trump. Subscribe now to read the latest news in your city and across Canada.Exclusive articles from Barbara Shecter, Joe O'Connor, Gabriel Friedman, and others.Daily content from Financial Times, the world's leading global business publication.Unlimited online access to read articles from Financial Post, National Post and 15 news sites across Canada with one account.National Post ePaper, an electronic replica of the print edition to view on any device, share and comment on.Daily puzzles, including the New York Times Crossword.Subscribe now to read the latest news in your city and across Canada.Exclusive articles from Barbara Shecter, Joe O'Connor, Gabriel Friedman and others.Daily content from Financial Times, the world's leading global business publication.Unlimited online access to read articles from Financial Post, National Post and 15 news sites across Canada with one account.National Post ePaper, an electronic replica of the print edition to view on any device, share and comment on.Daily puzzles, including the New York Times Crossword.Create an account or sign in to continue with your reading experience.Access articles from across Canada with one account.Share your thoughts and join the conversation in the comments.Enjoy additional articles per month.Get email updates from your favourite authors.Create an account or sign in to continue with your reading experience.Access articles from across Canada with one accountShare your thoughts and join the conversation in the commentsEnjoy additional articles per monthGet email updates from your favourite authorsSign In or Create an AccountorBen Cohen, who started the brand in 1978 with Jerry Greenfield, is locked in a months-long fight with the Magnum Ice Cream Company over Ben & Jerry’s right to speak out on social issues. Muzzling a brand known for its progressive stance on social justice issues is hypocritical and will damage the brand, perhaps irrevocably, according to Cohen.“Trumpism is essentially the biggest attack on the values of Ben & Jerry’s since the company was founded and Magnum has said you cannot criticize Trump,” Cohen said in an interview with Bloomberg’s Zero podcast. “Put simply, the very values-led business structure that’s made Ben & Jerry’s into the brand it is today is precisely the thing that Magnum is in the process of destroying.”Breaking business news, incisive views, must-reads and market signals. Weekdays by 9 a.m.By signing up you consent to receive the above newsletter from Postmedia Network Inc.A welcome email is on its way. If you don't see it, please check your junk folder.The next issue of Posthaste will soon be in your inbox.We encountered an issue signing you up. Please try againMagnum says Ben & Jerry’s continues to be a “bold voice for social justice” under its ownership. The brand has recently “spoken out on ICE, on the conflict in Iran, on freedom of speech, on migrant and refugee justice, in defense of democratic processes, and in support of No Kings Day in the U.S.,” a Magnum spokesperson said in an emailed statement.Ben & Jerry’s, which has a long history of political activism, was bought by consumer goods giant Unilever in 2000. At the time the two parties established an unusual governance arrangement where an independent board would safeguard Ben & Jerry’s social mission while the parent company oversaw its products and financial direction.For many years the arrangement worked well and Ben & Jerry’s expanded from four to more than 40 countries, with revenue rising more than fivefold. In 2024, Ben & Jerry’s contributed €1.1 billion (US$1.3 billion) to Unilever’s ice cream unit’s total €8.3 billion revenue.The partnership soured when the independent board of Ben & Jerry’s filed a lawsuit in the U.S., alleging that the parent company was preventing from speaking out on the conflict in Gaza. In January, six of the nine independent board members had to resign or stepped down after retroactive nine-year term limits were introduced.Cohen said a campaign to “free” Ben & Jerry’s from Magnum’s ownership has attracted petitions and letters in support from more than 130,000 people. However, Greenfield resigned in protest from Ben & Jerry’s in September, after almost 50 years, claiming it had lost its independence.Jerry is “everything you’d want in a friend. But by his own admission, he’s extremely conflict averse,” said Cohen. “I don’t particularly like conflict myself, but I can take it. And this is a conflict situation — it’s a kind of battle.” Join the Conversation This website uses cookies to personalize your content (including ads), and allows us to analyze our traffic. Read more about cookies here. By continuing to use our site, you agree to our Terms of Use and Privacy Policy.