What Jerry’s Exit from Ben & Jerry’s Reveals About Gen Z’s Food Habits
- Piece of Cake Staff
- 3 days ago
- 3 min read
Written by Cove Johnson Rabidoux
On September 16, 2025, Ben Cohen of the beloved ice cream company Ben & Jerry’s shared via X (previously known as Twitter) that his fellow co-founder, Jerry Greenfield, would be stepping down from the company. His decision to do so comes 47 years after co-founding the company. In his letter, Greenfield stated Ben & Jerry's was never just ice cream; it was a vessel for spreading love and bringing others "into the fight for equity, justice, and a better world." However, after recent events, Greenfield believes that the vision for love and community activism is "no longer possible" at the company. But why is that, and what has changed in the past few years?
In 2000, Unilever, one of the world’s largest consumer goods companies, bought Ben & Jerry's for $326 million. The purchase granted Unilever ownership over Ben & Jerry's; however, the deal also included a special agreement. As part of the deal, an independent board of directors was created to protect Ben & Jerry's social mission, integrity, and activism. In his recent letter, Greenfield described this unique arrangement as one that "enshrined our social mission and values."
However, while Unilever promised a continued commitment to free speech and social activism, this hasn't always been the case. In 2022, Ben & Jerry's cofounders sued Unilever for going against the independent board and breaching their merger agreement. Ben Cohen and Jerry Greenfield had decided in 2021 to stop sales in Israeli settlements, citing human rights concerns. But Unilever disagreed with this decision and continued sales in the West Bank by selling its Israeli business to a local firm. While the lawsuit was ultimately settled, another issue arose in 2024. This time, Ben & Jerry's filed a lawsuit against Unilever, stating the company was attempting to stifle their support and activism for Palestinians.
It's due to this that Greenfield wrote in his letter, "Ben & Jerry's has been silenced, sidelined for fear of upsetting those in power." He also stated that "If I can't carry those values forward inside the company today, then I will carry them forward outside, with all the love and conviction I can."
His decision to depart from Ben & Jerry's has caused an uproar across the internet, with the original letter having been viewed over 40 million times. Not only does the attention demonstrate current social media trends, but it also highlights Gen Z's food spending habits. In recent years, we have seen how Gen Zers tend to purchase differently from previous generations. More focused on sustainability, health, and a brand's transparency, those in Gen Z shop differently.
Whether it’s fair-trade coffee, plant-based alternatives, or climate-conscious snacks, Gen Zers are increasingly expecting the products they consume to reflect their values. And Ben & Jerry’s has always done that! Since it was founded, Ben & Jerry's has been dedicated to combining indulgence with activism. From flavors like Justice ReMix'd, created to raise awareness about racial justice issues, to I Dough, I Dough, celebrating marriage equality, the brand has consistently used its pints as platforms for activism. So, it's no surprise they've become staples across different generations, especially Gen Z.
However, with Greenfield stepping down and Unilever tightening its control, the question becomes: will Gen Zers still see a pint of Ben & Jerry’s as a statement of solidarity or just another dessert?
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What's been your go-to Ben & Jerry's flavor?