Unilever (XNYS-UL) is preparing to spin off its ice cream division now rebranded as The Magnum Ice Cream Company as a standalone firm in mid November, but the move is unfolding amid internal tensions surrounding one of its most iconic brands. Jerry Greenfield, co-founder of Ben & Jerry’s, has resigned from his role as brand ambassador, citing restrictions on the company’s ability to speak out on social issues under Unilever’s ownership. In a public letter posted to the Free Ben & Jerry’s campaign site, Greenfield wrote, “Ben & Jerry’s has been silenced, sidelined for fear of upsetting those in power,” ending a 47 year tenure with the brand he helped establish in 1978.
When Unilever acquired Ben & Jerry’s in 2000, the founders negotiated a merger agreement that included the creation of an independent board to protect the brand’s social mission. That relationship has since deteriorated, with the board now suing Unilever in the U.S., alleging attempts to limit the brand’s freedom to take public positions. Greenfield is not involved in the legal dispute, but his departure underscores growing friction between brand values and corporate governance. A Magnum spokesperson stated the company “disagrees with his perspective” but remains committed to engaging both founders to uphold Ben & Jerry’s values based positioning.
Meanwhile, co-founder Ben Cohen has expressed interest in buying back the brand, telling that investors are “capable and ready” to make an offer. Unilever and Magnum have rejected the proposal, and Cohen recently protested outside the London venue hosting Magnum’s first capital markets day. Magnum CEO Peter ter Kulve confirmed that Ben & Jerry’s is not for sale and remains fully integrated into the new unit.