The ice cream duo announced Tuesday that it had created the cinnamon and chocolate ice cream, flavoured with gobs of cinnamon bun dough and spicy fudge brownies, to “spotlight structural racism in a broken criminal legal system”.
According to the company, the limited-edition flavour is the latest in its commitment to “creating social change” since its inception more than 40 years ago.
“Our approach to creating social change is to raise up the work non-profits are doing on the ground,” said co-founder Ben Cohen. “We bring every resource we have to support them—our business voice, our connection with fans, our Scoop Shop community and of course, ice cream. Somehow, it’s easier to talk about difficult issues over a scoop or two.”
Ben & Jerry’s created the new flavour in partnership with Advancement Project National Office, a multi-racial civil rights organisation that works with local grassroots organisers on racial justice issues.
“Our country needs to invest in services that build up communities rather than those that tear them down,” said Advancement Project National Office executive director Judith Browne Dianis. “That means ending a wealth-based pre-trial detention system that locks people up because they are poor, black or brown. It means dismantling the school-to-prison pipeline, divesting from criminalising students, and investing in the creation of high-quality education and services. It’s time to reimagine safety and justice.”
The company says a portion of proceeds from sales of “Justice ReMix’d” will go to the Advancement Project National Office to support its work advocating for criminal justice reform.
This is not the first time co-founders Cohen and Jerry Greenfield have used ice cream to make a political statement. In May, Ben & Jerry’s spent more than $80,000 on Facebook ads promoting criminal justice and in October 2018, the company released a new flavour called “Pecan Resist” in protest of President Trump.
“Justice ReMix’d” is available in stores and in Ben & Jerry’s ice cream shops.
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