McDonald’s made headlines last year when it decided to close all of its restaurants in Russia. The fast-food giant sold the locations to a Russian chain, which rebranded them under a new name – “Tasty and that’s it.” However, this transition hasn’t been without challenges. Sourcing products from abroad has proven to be complicated, resulting in the removal of the iconic Big Mac from menus. This absence has been seen as a significant loss.
In a surprising turn of events, Unilever has now been included in Ukraine’s list of international sponsors of war. This development raises questions about how it will impact the reputation of Ben & Jerry’s, a brand known for its ethical focus. While Ben & Jerry’s ice cream is not sold in Russia, it has not hesitated to clash with its parent company in the past.
Ben & Jerry’s, in particular, has taken bold stances on social and geopolitical issues, often finding itself at the center of controversy. Just last year, the ice cream brand publicly criticized US President Joe Biden’s efforts to avert a war in Ukraine. Through Twitter, Ben & Jerry’s expressed their concerns, stating, “Sending thousands more US troops to Europe in response to Russia’s threats against Ukraine only fans the flame of war.”
These comments received pushback from then-Unilever CEO Alan Jope, who acknowledged Ben & Jerry’s as a great brand but emphasized the importance of staying out of debates where Unilever lacks expertise or credibility.
Furthermore, Ben & Jerry’s faced a dispute with Unilever when it attempted to boycott occupied Palestinian territories. Unilever, the owner of the brand, blocked this move and instead sold Ben & Jerry’s Israeli business to a local operator. Unilever categorically stated its rejection of any form of discrimination or intolerance.
It remains to be seen how Unilever’s inclusion on Ukraine’s list of international sponsors of war will affect its overall image, especially considering the strong ethical position associated with Ben & Jerry’s. We have reached out to Unilever for comment.
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