Ice cream maker Ben & Jerry’s has unveiled a new flavor to highlight what it calls structural racism and a broken criminal justice system.
Justice ReMix’d is described as cinnamon and chocolate ice cream with gobs of cinnamon bun dough and spicy fudge brownies. A portion of proceeds supports Advancement Project National Office, a multi-racial civil rights group and its fight for justice for all, despite race or wealth.
The company said it has been working with Advanced Project in St. Louis to close The Workhouse jail and in Miami to slow what the two groups call “the school-to-prison pipeline.”
“Our approach to creating social change is to raise up the work non-profits are doing on the ground,” said Co-Founder Ben Cohen. “We bring every resource we have to support them—our business voice, our connection with fans, our Scoop Shop community and of course, ice cream. Somehow, it’s easier to talk about difficult issues over a scoop or two.”
At the grassroots level, Ben & Jerry’s is deploying its Scoop Truck in various states to spark conversations, activate community members, and give away ice cream. It’s a tactic that has proven effective in growing social movements.