It’s become sort of a cultural phenomenon, like following who is dating who in Hollywood. People eagerly await the next original and usually bizarre flavor offering from Ben & Jerry’s. Lets see there was “Cherry Garcia, ” “Cookie Dough, ” “Hazed and Confused” and most recently, in Israel, the company offered Jewish a Haroset flavored ice cream which incorporated the special dip used at Pesach Seders.
But now the tables have been turned and another company is offering its product in a Ben & Jerry’s flavor.
The ice cream maker tweeted, “It’s true. We’re collaborating on a beer with @newbelgium to benefit @protectwinters.”
The beer will have a 6.3% alcohol content and the proceeds will go to a charity which helps fight the effects of climate change on mountains.
“Although our TTB filing for the beer is now public, specifics around the campaign are still in development, ” said New Belgium Director of Sustainability, Jenn Vervier. “At this time I can confirm that Ben & Jerry’s and New Belgium are collaborating to raise awareness around issues we are passionate about, and that the results will be delicious.”
“We’re big fans of New Belgium Brewery, their values, and their fun culture, and of course their beer” said Jay Curley, Senior Global Marketing Manager of Ben & Jerry’s. “We’re excited for the campaign we’ve developed together. When two B Corps collaborate our fans can expect something both delicious and impactful, ” added Curley.
But if you don’t like beer and maybe prefer weed, Ben & Jerry’s has good news for you too.
The company is introducing a new ice cream burrito to be called the “Half Baked Brrr-ito.” It is made with one scoop each of Cookie Dough and Chocolate Fudge Brownie drizzled with chocolate fudge, topped with a crunchy cookie crumble and rolled to perfection in a chewy crepe-like wrap.
“Building on our understanding of how much people love our homemade waffle cones, we have created a wrap that has all the ridgey goodness of their more crispy cousins – yet are slightly less sweet and provide the chewy satisfaction of the BRRR-ito eating experience, ” said Ben & Jerry’s senior brand manager Alison Gilbert.