NEWS

WIRES

OTHER

Ben & Jerry's Bonnaroo Buzz Ice Cream Goes on National Tour

As the promoters of one of the world's biggest, modern day rock and roll concert event unleashed their powerhouse 2011 line up today, there was one act guaranteed to go back to the show in Tennessee in a bigger and bolder way: Ben & Jerry's Bonnaroo Buzz ice cream. The flavor, which was available only in Scoop Shops in 2010, is set to make its national debut on the main stage of frozen foods freezers across the country as Ben & Jerry's has selected it to be one of its prestigious pint flavors for 2011. (Photo: Business Wire)

"Bonnaroo Buzz is going from playing intimate clubs to the national circuit," said Marketing Director Dave Stever about the flavor made with Fair Trade Certified coffee. Since Ben & Jerry's uses Fair Trade coffee from the Huatusco cooperative in Mexico the ice cream maker felt loyal fans of the flavor would be able to celebrate their love of delicious swirls, chunks, and rock 'n roll while knowing that their flavor is doing good for the world. "Our Scoop Shops will continue to feature the flavor, but now there is more 'Roo for everyone with its release in pints across the U.S.A.," added Stever.

Ben & Jerry's has long been known for melding melodious flavors into its ice cream line up, including best-sellers Cherry Garcia and Phish Food. In 2010 Ben & Jerry's unveiled its first festival-themed flavor to date, Bonnaroo Buzz. The flavor was created in partnership with the Bonnaroo Music & Arts Festival, dubbed one of "50 moments that changed the history of Rock & Roll" by Rolling Stone magazine.

Bonnaroo Buzz is a sweet concoction of light coffee and malt ice creams with a whiskey caramel swirl and English toffee pieces. The flavor was first introduced at an invite-only event at the legendary Bowery Ballroom in New York City. The flavor debut party featured Latin funk rap band, culture mashers Ozomatli. The band, a perennial Bonnaroo performer, was a perfect initiation for the Ben & Jerry's launch as it represented the eclectic, broad-range of top musical acts that are featured at the music festival in Coffee County, Tennessee.

The festival's location additionally served as inspiration for Ben & Jerry's flavor developer Eric Fredette. "It's Coffee County, so it only made sense to add a cool coffee base to this flavor," said Fredette. And the unique caramel-whisky** swirl? "Well, it is Tennessee," said Fredette, "and we thought Bonnaroo fans would appreciate it." Coffee County, Tennessee also benefits as well as Bonnaroo donates its shares of the proceeds from the ice cream flavor to the Bonnaroo Works Fund, which seeks to further the organization's community investment and philanthropic efforts. Rock on.

For more information on Ben & Jerry's or to find your local Scoop Shop, visit www.benjerry.com.

About Ben & Jerry's

Ben & Jerry's produces a wide variety of super-premium ice cream and ice cream novelties, using high-quality ingredients including milk and cream from family farmers who do not treat their cows with the synthetic hormone rBGH. The company states its position on rBGH* on its labels. Ben and Jerry's products are distributed nationwide and in selected foreign countries in supermarkets, grocery stores, convenience stores, franchise Ben & Jerry's Scoop Shops, restaurants and other venues. Ben & Jerry's, a Vermont corporation and wholly-owned subsidiary of Unilever, operates its business on a three-part Mission Statement emphasizing product quality, economic reward and a commitment to the community. Contributions made via the employee led Ben & Jerry's Foundation in 2009 totaled over $1.7 million. Additionally, the company makes significant product donations to community groups and nonprofits both in Vermont and across the nation. The purpose of Ben & Jerry's philanthropy is to support the founding values of the company: economic and social justice, environmental restoration and peace through understanding, and to support our Vermont communities. For the full scoop on all Ben & Jerry's Scoop Shop locations and fabulous flavors, visit www.benjerry.com.

* The FDA has said no significant difference has been shown and no test can now distinguish between milk from rBGH treated cows and untreated cows. Not all the suppliers of our other ingredients can promise that the milk they use comes from untreated cows.

** The whisky used in the caramel swirl has had the alcohol cooked out so the buzz from Bonnaroo Buzz is a not an alcohol buzz.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6612886&lang=en

Ben & Jerry's
Sean Greenwood, 802-846-1500 x7701
Grand Poobah of PR
Sean.Greenwood@benjerry.com
or
Liz Brenna, 802-846-1500 x7707
PR Chick
Liz.Brenna@benjerry.com