Ben & Jerry's launches new flavour in support of criminal justice reform

Ice cream is cinnamon and chocolate swirled with chunks of spicy fudge brownies and cinnamon bun dough 

Chelsea Ritschel
New York
Wednesday 04 September 2019 15:48
Comments
Ben & Jerry's launches new flavour in support of criminal justice reform

Ben & Jerry’s is making a statement about the need for criminal justice reform with the launch of its newest flavour, “Justice ReMix’d”.

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.

Support free-thinking journalism and attend Independent events

“Justice ReMix’d” is available in stores and in Ben & Jerry’s ice cream shops.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Join our new commenting forum

Join thought-provoking conversations, follow other Independent readers and see their replies

Comments

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in