Ben & Jerry’s to raise its UK profile

Ben & Jerry’s, the “politically correct” American ice cream company, is talking to advertising agencies about strategies for the brand.

The company, which practises what it describes as “caring capitalism”, built its business in the US without advertising, but sources suggest it is considering boosting sales of the brand in the UK with an above-the-line budget.

The company has previously relied on public relations to increase its profile.

One source says: “In the US, it has never needed to advertise because its founders, Ben and Jerry, are such well-known personalities.

“But that is not the case in the UK. It is looking at what it can do with the brand here and that may or may not include an advertising campaign.”

With flavours that include Rainforest Crunch and Chocolate Chip Cookie Dough, Ben & Jerry’s is a premium brand rivalling Haägen Dazs.

It claims to be the world’s first politically and socially aware manufacturer of ice cream and gives seven and a half per cent of its profits to charity through the Ben & Jerry Foundation.

Nobody from the company was available to comment.