Ben & Jerry’s won’t claim “natural” anymore.

Tom Dougherty, CEO – Stealing Share

28 September 2010

Ben & Jerry’s won’t claim “natural” anymore.

Does it matter that Ben & Jerry’s, out of pressure from consumer groups, has dropped the “All Natural”  header from its logo lock-up?  Maybe.

Ben & Jerry'sIt certainly flies in the face of a brand promise that originated when Ben & Jerry’s started the company in Vermont and developed a culture of “real” as well as a product of specialness.

What’s next after Ben & Jerry’s? Coke?

Now the Ben & Jerry’s brand will have to stake its brand preference on great tasting and its brand difference of being an outsider evaporates the way all of its other differences did when Unilver bought it. Now it can compete heads up with Häagen-Dazs and all the other varieties of premium ice cream.

Too bad they did not change the recipe. I guess that Unilever bought a business, but not a brand, after all.

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