SHOPPERS want brands that are socially responsible and that’s part of the reason Ben & Jerry’s has a 10% value share of the ice cream category, says Unilever.
Referring to Nielsen data from January this year, brand building director Noel Clark said: “With Fairtrade proving increasingly popular with consumers, we know that our Fairtrade products strengthen our classic range and add value to the category.”
The latest addition to the brand’s Fairtrade range is the Ben & Jerry’s ‘Wich.
The individually wrapped products sandwich cookie dough or chocolate fudge brownie ice cream between two soft-baked cookies.
Both varieties are available in a range of packs including a three-pack of the cookie dough version and an eight-pack of mini ‘wiches.