Co-founder Ben Cohen launches boycott to wrestle Ben & Jerry's from Unilever control
Ben Cohen is urging a consumer boycott of Magnum’s ice-cream brands to force the sale of Ben & Jerry’s, which he says has lost its independent activist board under Unilever ownership.
Ben Cohen, the 75-year-old co-founder of Ben & Jerry’s, says the ice-cream maker’s activist independence vanished after Unilever transferred it to the Magnum Ice Cream Company. After suing Unilever in November 2024 for restricting Gaza-related statements, Cohen launched a “Free Ben & Jerry’s” campaign in September 2025, demanding Magnum sell the brand so it can be independently owned. He has called for a boycott of Magnum’s portfolio—including Yasso, Breyers, Talenti and Klondike—to squeeze the conglomerate financially.
While experts caution that consumer boycotts often lose momentum, Cohen cites a petition with roughly 200,000 signatures and loyal fans willing to support the cause. Magnum’s chief corporate affairs officer, Victoria McKenzie-Gould, maintains the brand is not for sale and highlights its strong sales growth. The dispute underscores a broader clash between corporate ownership and the social-justice ethos that originally defined Ben & Jerry’s.
Why it matters
The fight could reshape how activist-driven brands are governed within large multinational corporations.
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