Ben & Jerry's, Burlington, Vt. (a subsidiary of Unilever), known for its progressive values, along with its famous ice cream, is back at it again with a new flavor and campaign.
In this election year, the company, which has never shied away from controversy, has focused its attention on democracy. The company chose North Carolina to launch its newest flavor — Empower Mint — and its “Democracy Is In Your Hands" campaign.
The new flavor features peppermint ice cream with fudge brownies and fudge swirls. It can be found at Ben & Jerry’s scoop shops nationwide as well as at retail locations in pints as a Limited Batch flavor. The suggested retail price is $4.99.
According to a Ben & Jerry’s press release, the company chose North Carolina because it is at the epicenter of the fight for voting rights in the United States.
The Democracy Is In Your Hands campaign is a year-long effort focused on getting fans and citizens alike to take a stand in support of democracy. The campaign will engage hundreds of thousands of Americans around an evolving set of calls to action, including Voting Rights Act reauthorization and voter registration. To learn more about Ben & Jerry’s Democracy Is In Your Hands Campaign, visit benjerry.com/democracy.