Ben & Jerry’s does not expect tensions to disappear under new owner Magnum. On the contrary, co-founder Ben Cohen promises to “make life difficult” for the Unilever spin-off if they refuse to sell the brand.
New boss, same muzzle
“Magnum will realize that it’s in its financial interest to sell Ben & Jerry’s. Otherwise, we will do our utmost to make things difficult for them,” Ben Cohen said threateningly in an interview with Dutch newspaper Het Financieele Dagblad. Clearly, the takeover by Magnum Ice Cream Company, which will be spun off from Unilever on November 10 and listed on the Amsterdam stock exchange, will not resolve the unrest at the ice cream brand.
