Ben Cohen Accuses Magnum of “Orwellian” Tactics Against Ben & Jerry’s Mission

Ben Cohen, co-founder of Ben & Jerry’s, has criticized Magnum Ice Cream Company for employing “Orwellian” strategies to displace executives and obstruct the brand’s social goals, including its backing of Palestinians during the ongoing Gaza conflict.

Unilever, which acquired Ben & Jerry’s in 2000 and vowed to maintain an independent board, recently divided its ice cream brands, including Ben & Jerry’s, into a distinct entity called Magnum.

The newly appointed Ben & Jerry’s CEO, Jochanan Sengh, selected by Unilever, revised the board’s conditions by imposing a nine-year limit and effectively ousting three members. He stated that these changes would enhance governance and transparency.

Cohen, who started the iconic ice cream company with Jerry Greenfield in 1978, described this justification as “Orwellian.” He remarked, “They claimed they were enhancing the social mission while they were actually undermining it. They said they were future-proofing the board, but really, they were dismantling it,” in an interview with CNBC. He referred to this move as a “desperate power grab.”

A spokesperson from Magnum countered that the board adjustments were intended to strengthen and preserve the brand’s historic social mission while maintaining its integrity.

Unilever has yet to respond to requests for comment from the media.

As part of these new term limits, Anuradha Mittal, who joined the board in 2007 and has been chair since 2018, was dismissed after what Magnum described as an “internal investigation.”

Cohen noted that Mittal was initially targeted for ousting based on vague allegations regarding her fitness for service. When those claims couldn’t be substantiated, they then argued she had been in position too long, calling this reasoning “arbitrary and illegal.”

Continuing with the conversation, Cohen expressed skepticism about the value of the new Magnum spinoff, which includes Ben & Jerry’s alongside Heart Brands, Magnum, and Cornetto—this group debuted on public markets in Amsterdam and New York recently.

“They seem to overlook that the worth of Ben & Jerry’s comes from its commitment to societal interests, not merely profit maximization,” he commented on the executives involved.

Projected revenue for Ben & Jerry’s in 2024 stands at approximately $1.3 billion, ranking it third in terms of revenue among all the company’s brands.

Yet, Cohen argued that it might be more profitable for Magnum to sell Ben & Jerry’s and invest the proceeds in a more conventional brand, as that’s what they have a knack for.

“There is considerable profit potential in standard brands, and they should concentrate on that instead of trying to mold Ben & Jerry’s into just another average offering,” he elaborated.

Despite Magnum and Unilever asserting that Ben & Jerry’s is not on the market, Cohen and Greenfield are spearheading the #FreeBenAndJerrys initiative, advocating for a sale to investors who value the brand’s social commitments.

This ongoing tussle began in 2021 when Ben & Jerry’s decided to stop sales in the Israeli-occupied West Bank, prompting Unilever to sell its license in that region.

In November 2024, independent directors brought a lawsuit against Unilever, alleging that the company pressured Ben & Jerry’s into making pro-Palestinian statements.

Additionally, the board accused Unilever of abruptly dismissing Ben & Jerry’s CEO David Stiebo without allowing the directors any say in selecting his replacement.

Cohen mentioned to CNBC that there exists a group of investors eager to purchase Ben & Jerry’s but accused Unilever and Magnum of withholding necessary financial details to facilitate a legitimate offer.

In response, a spokesperson from Magnum reiterated the company’s firm commitment to Ben & Jerry’s mission.

However, Cohen argued that the mission is often misunderstood by those entrenched in Unilever’s traditional operations, stating, “It took us a while to understand this…and they are just attempting to transform us into another bland product.”

Magnum’s CEO Peter ter Kurve recently suggested that Cohen and Greenfield should “pass on to a new generation.” Yet, Cohen clarified that the proposed sale is not about him personally. “I would have no issue turning over the company to investors supportive of the brand’s values…if Magnum genuinely upholds a social mission, then I wouldn’t oppose that,” he concluded in his conversation with CNBC.