Ben & Jerry’s cofounders are launching a public campaign to regain control of the ice cream brand after alleging that parent company Unilever blocked them from criticizing President Donald Trump. The move comes as Unilever prepares to spin off its $7.5 billion ice cream division, which includes Ben & Jerry’s, Breyers, and Magnum.
Ben Cohen, one of the original founders, is actively lobbying to buy the company back, stating that Unilever no longer supports the brand’s progressive messaging. According to a recent legal filing, Unilever allegedly barred the company from posting a planned anti-Trump message during his most recent inauguration. The filing accuses Peter ter Kulve, president of Unilever’s ice cream division, of blocking the post as “partisan” and then boasting at a company town hall that fellow executive Nelson Peltz had introduced Trump to Elon Musk.
The lawsuit claims this action contradicted decades of activism from the brand, which has previously criticized presidents from both parties. Cohen and his legal team argue that Unilever’s crackdown on political messaging represents a departure from the terms of their 2000 acquisition agreement. That deal allowed Ben & Jerry’s to maintain control over its social mission, even after being absorbed into the global conglomerate.
Tensions have escalated over the years as Ben & Jerry’s adopted increasingly progressive positions on political and cultural issues. In 2021, the company halted sales in Israeli territories, prompting backlash from shareholders and lawmakers. Unilever responded by selling off its Israeli operations, defying the wishes of the brand’s leadership and intensifying internal legal disputes.
Cohen has stated that Ben & Jerry’s must be “set free” to continue its activist mission. He is currently seeking progressive investors willing to back a buyout. However, the brand’s outspoken politics — once seen as a marketing strength — are now viewed as a liability by potential buyers, raising doubts about whether Cohen’s plan can succeed.
Unilever has not announced whether Ben & Jerry’s will be sold as a standalone business or included in a broader public offering of its ice cream portfolio. The company declined to comment on the matter.
