Ben & Jerry’s founders go on free ice cream spree

Ben & Jerry’s, the ice cream brand, has marked its expansion into Australia with its founders Ben Cohen and Jerry Greenfield going on a 12 hour ‘scoop-a-thon’ giving away free ice creams to consumers in its first Sydney store.

It also launched a competition asking the Australian public to name its new ice cream flavour. After 3,000 submissions, its malt ice cream with peanut butter cookie dough and a peanut butter swirl flavour was named Peanut Cookie-burra Dough.

Ben & Jerry’s is donating $1 for every scoop of Peanut Cookie-burra Dough it sells to Mission Australia.

The company currently has a store in Manly and its products are stocked in selected stores in Sydney and Melbourne. It also intends to open a standalone store in Melbourne before opening up franchising opportunities.

The home-made ice cream brand was founded by Cohen and Greenfield in the US 30 years ago and is now owned by Unilever.

PR agency One Green Bean oversaw the scoop-a-thon event and the competition.


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