Ben & Jerry aren't sweet on Unilever

BURLINGTON, VT: Ice cream icon Ben Cohen has threatened to sever ties to the brand he built. 'I believe Ben & Jerry's, as we've known it, will cease to be,' Cohen said in an exclusive PRWeek interview.

BURLINGTON, VT: Ice cream icon Ben Cohen has threatened to sever ties to the brand he built. 'I believe Ben & Jerry's, as we've known it, will cease to be,' Cohen said in an exclusive PRWeek interview.

BURLINGTON, VT: Ice cream icon Ben Cohen has threatened to sever ties to the brand he built. 'I believe Ben & Jerry's, as we've known it, will cease to be,' Cohen said in an exclusive PRWeek interview.

Cohen and cofounder Jerry Greenfield were disappointed with Unilever's choice of Yves Couette as Ben & Jerry's CEO in lieu of their candidate, former Coca-Cola marketing exec and longtime board member Pierre Ferrari.

In a terse press release fired off hours after Couette's appointment last month, Cohen and Greenfield expressed dismay and said Couette, a 24-year Unilever employee, could not be trusted with the company's social mission.

The two reluctantly sold their company to Unilever earlier this year and now have no official duties. But they remain the public faces of the company, and it was been widely predicted that their public spat will erode brand equity.

- See Analysis, page 11.



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