In a world full of headline-making ice cream gimmicks, Ben & Jerry’s remains devoted to creating delicious flavors and combinations
I have begun to dread the times my friends suggest getting ice cream. It’s not just because I need to double check whether I’ve packed Lactaid, it’s that grabbing a cone after dinner has turned into an entire ordeal that sucks the pleasure from what should always be a pleasurable — and simple — activity. There’s always a new place to try, with a line out the door and sometimes down the block.
There’s also the matter of Ben & Jerry’s activism, which retains a crunchy, earnest flavor in a world full of brands issuing vague and phony political platitudes. There is nothing sleek or subtle about the way the company’s ethos is woven into their branding — they’re blogging about explicitly about Black Lives Matter andfrom Israel-occupied Palestinian territories.
The current status wars — cold wars? — between ice cream brands is in complete opposition to the whole idea of what makes ice cream good. Meanwhile, Ben & Jerry’s isn’t trying to be anything besides what it’s always been: good-ass ice cream. Anything added — be it chocolate covered pretzels or caramel cores or swirls of marshmallow — contributes to that mission.
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