Putting some environmental claims behind its product has landed giant ice cream brand, Ben & Jerry’s, in hot water. A consumer advocacy group, The Organic Consumers Association, says Ben & Jerry’s parent company, Unilever, is misleading the consumer when it comes to its ‘green’ statements.
The association alleges that the big-name brand cannot claim commitment to a clean environment and high animal welfare standards, as most of the milk used in Ben & Jerry’s ice cream production does not meet its standards for animal care and labour practices. It casts further doubt on the brand’s advertising claims, by alleging that the farms which supply milk for the product range are polluting two lakes.
Whilst we have no idea what will result, particularly as Ben & Jerry’s is maintaining a wall of silence, this case highlights how false claims and trade descriptions can cause issues in any type of marketing and not just food product marketing. Read more