B&J Finds New Playing Fields
Ben & Jerry's is selling in Sweden. According to a published report, the Vermont-based superpremium frozen dessert company launched its brand April 1 in 7-Eleven convenience stores in the cities of Stockholm, Gothenburg, and Malmo. Scoop shops were to open in early summer, beginning with a unit in Stockholm. The 7-Eleven launch features pint packages in five flavors: Chunky Monkey, Peace of Cake, Cookie Dough, New York Super Fudge Chunk and The Full VerMonty. Ben & Jerry's marketing manager for Sweden reported that initial response to the brand has been excellent.
Ben & Jerry's also has become part of America's pastime. It has been named the specialty ice cream of the Seattle Mariners baseball team and of the Mariner's home stadium, Safeco Field. Ben & Jerry's ice cream will be served at concession stands within the park, as well as at a "Moo Mobile" and a full-service shop outside the stadium.
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