New York, December 10, 2025
Ben Cohen, co-founder of Ben & Jerry’s, warns the brand’s unique identity could be destroyed as Magnum, an independent ice cream company spun off from Unilever, prepares to take control, amid ongoing disputes over governance, political stances, and social mission.
Governance and Brand Dispute under Magnum’s Takeover
Since 2021, tensions between Ben & Jerry’s independent board and Magnum have escalated over the company’s political activism, notably the decision to halt sales in Israeli-occupied territories—a move opposed by Unilever and Magnum. Magnum has launched an internal review concluding that independent board chair Anuradha Mittal “no longer meets the criteria” to serve. However, due to the board’s independent structure, Magnum faces procedural challenges in removing her, intensifying the governance standoff.
Ben Cohen and co-founder Jerry Greenfield have publicly criticized Magnum, urging a severance of ties amid claims the new controlling entity undermines Ben & Jerry’s progressive values and autonomy originally safeguarded in Unilever’s acquisition terms. Magnum alleges financial and governance shortcomings in the Ben & Jerry’s Foundation, responsible for funding the brand’s social causes, leading to withheld resources and further conflict.
Background: Unilever’s Role and Magnum’s Spin-Off
Ben & Jerry’s was acquired by Unilever in 2000 with stipulations preserving its independent board to protect its social mission. Magnum, previously part of Unilever, is preparing a demerger to become an independent ice cream company that will assume control over Ben & Jerry’s operations. This structural shift has created friction regarding governance rights and the extent of brand independence.
Risks to Brand Reputation and Market Response
Magnum’s filings highlight risks that include reputational damage, potential consumer boycotts, and investor litigation stemming from the highly publicized disputes. The core issue remains how the new leadership will balance commercial interests with the brand’s historically activist identity—concerns echoed loudly by the co-founders who fear dilution or destruction of Ben & Jerry’s distinctive social mission.
Political and Social Dimensions of the Dispute
The conflict transcends corporate governance; it also involves the brand’s political engagement. Ben Cohen has notably protested U.S. policies in Gaza, underscoring the intertwined nature of activism and Ben & Jerry’s corporate ethos. The escalating tensions illuminate broader challenges multinational corporations face when politically engaged brands operate under large conglomerates or spin-off entities.
As Magnum moves forward with its independent listing and governance realignments, the fate of Ben & Jerry’s ideological commitments and operational autonomy remains uncertain. The coming months will be pivotal in determining whether the brand retains its activist legacy or undergoes a strategic recalibration under new corporate management.