Monday, August 30, 2010

Ben & Jerry's

I really admire the Ben & Jerry's ice cream brand.

I love their use of bright colors. Their signature one quart packaging. I love the product itself. The brands strong connection to its home state of Vermont. Their dedication to promoting social and environmental responsibility.

The totality of it all equals an incredibly strong brand with a strong emotional appeal. Additionally, the brands' personality reflects that of its founders, Ben Cohen and Jerry Greenfield, who founded the company in 1978.

However, not everyone is as impressed with their "all natural ice cream and euphoric concoctions" as I am. The Center for Science in the Public Interest is contending that the ice cream maker engages in deceptive labeling by using the term "All Natural" on the packaging of 48 different ice creams.

Ben & Jerry's, now owned by Unilever, reiterated that while the definition of the term natural varies, their use of it is based on the Food and Drug Administrations' definitions and that they take these claims very seriously.

Whether the ingredients are all natural or not, Ben & Jerry's should be fine. Although it started as an ice cream with "all natural" ingredients, the term has been watered down and become a cliche. No one really knows what all natural is now. Through the years, the brand has become more known for its "euphoric concoctions" that people treat themselves with on special occasions.

A strong brand can survive.

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