Ben Cohen, co-founder of Ben & Jerry’s, launched a “Free Ben & Jerry’s” campaign in September 2025 and is urging a boycott of Magnum Ice Cream Company brands including Yasso, Breyers, Talenti and Klondike to pressure Magnum to sell the Ben & Jerry’s business. Cohen says Unilever and its spun-off Magnum unit have silenced Ben & Jerry’s trademark activism and that the company’s independent board no longer controls the brand’s voice or product quality. In November 2024 Ben & Jerry’s board sued parent company Unilever, alleging the board was blocked from voicing support for Gaza; that lawsuit remains in federal court. Cohen criticized recent product changes, saying the new chocolate-covered bar “ain’t the same” and the ice cream is “kinda fluffy,” which he links to cost cuts under corporate ownership. Cohen estimates Ben & Jerry’s could be worth $1 billion or more but says Magnum has withheld valuation information from him and potential investors. Magnum has insisted Ben & Jerry’s is not for sale, so Cohen is amplifying the boycott strategy to reduce Magnum’s overall sales and force a divestment. Management experts such as Maurice Schweitzer of the Wharton School say most boycotts fail because sustaining consumer attention is difficult, but Cohen says he plans to keep the brand strong while aiming to buy it back eventually.
