Greedy Almond

Ben & Jerry’s — the brand that has always set itself apart from other major players thanks to its “humanitarian” voice, right? At least, that was one of the values the brand fought so hard to preserve since the launch of the flavour that funded an anti-war foundation, the Peace Pops. Just like that flavour, which sparked significant controversy, the company continued to support humanitarian and socially relevant causes, releasing many other flavours aimed at raising public awareness.

With the sale to the multinational Unilever, the new parent company committed to maintaining this humanitarian focus and not straying from these values. While claiming to uphold a progressive, non-partisan social mission that seeks to meet human needs and eliminate injustices at local, national and international levels, allowing the product to be sold under illegal terms — exclusively to Jewish consumers, through Jewish distribution routes in Jerusalem — completely contradicts the social mission the brand claims to uphold.

In this context, the Greedy Almond flavour does for the brand what the brand refuses to do for itself: expose the sweet — and greedy — position Ben & Jerry’s maintains regarding its controversial sales and the Israeli occupation in Jerusalem, ultimately contributing to a political stance that clashes sharply with the ethical image it insists on projecting.