Ben And Jerry’s Wants To Fight Climate Change With A New Flavor

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With its new flavor, Save Our Swirled, Ben & Jerry’s is urging fans to dig their spoons into climate change activism.

The flavor is a mix of raspberry ice cream, marshmallow and raspberry swirls, and dark and white fudge ice cream cones. But Save Our Swirled is also a flavor with a message: when you dig out a spoonful, the website says, “you can’t help but notice” that those cones appear to be melting. Abbreviated on pint lids as SOS, Save Our Swirled’s message is simple: If it’s melted, it’s ruined, whether it’s our ice cream or our world. The flavor launched earlier this week in the U.S., and will debut in European markets in the summer and move into Asian and Australian markets later in the year.

“The place where we interact with our consumers most is in the freezercase,” Chris Miller, Ben & Jerry’s Social Mission Activism Manager, told ThinkProgress. While the flavor is a central element, it is part of a “larger, global campaign” against climate change, Miller said.

That campaign is centered around the 2015 United Nations climate summit, to be held at the end of this year in Paris, France. Some of the countries where Ben & Jerry’s is most popular — such as the United Kingdom, Germany, France, Australia, Canada, and others — are countries that are going to be crucial in the talks. Miller said that wide fan base gives the company access to a powerful grassroots voice leading up to the 2015 talks.

http://thinkprogress.org/climate/2015/05/29/3663952/if-its-melted-its-ruined/



Ben & Jerry’s new flavor aims to inspire action towards climate justice.
CREDIT: BEN & JERRY’S