SOUTH BURLINGTON, VT — Ben & Jerry’s, the iconic ice cream brand known for its social activism and progressive values, is facing renewed internal strife after parent company Unilever named Jochanan Senf as the brand’s new Chief Executive Officer. The appointment, set to take effect in mid-July 2025, has intensified a long-running governance dispute between Unilever and Ben & Jerry’s independent board of directors.
Senf is a veteran Unilever executive with over two decades of experience across the company’s European food and ice cream operations. Most recently, he led Ben & Jerry’s business in Europe, where he was credited with expanding the brand’s market presence while adhering to its mission-driven ethos. His appointment comes as Unilever prepares to spin off its global ice cream division — which includes Ben & Jerry’s, Magnum, and Wall’s — into a new company by the end of 2025.
The selection of Senf has drawn sharp criticism from Ben & Jerry’s independent board, which argues that it was shut out of the CEO hiring process, despite contractual agreements stemming from the company’s 2000 acquisition by Unilever. That agreement granted the board authority over the brand’s social mission and marketing strategies, a clause that has historically been a source of tension between the board and the multinational conglomerate.
The dispute erupted after the abrupt removal of former CEO David Stever in April 2025. Stever, a 36-year veteran of Ben & Jerry’s and a key figure in its internal culture, had been promoted to CEO in 2023. According to the independent board, Stever was dismissed for defending the brand’s right to express its views on political and social issues, particularly around Israel and the Palestinian territories — a topic that has previously sparked controversy for the company.
The board, led by Chair Anuradha Mittal, released a public statement accusing Unilever of undermining its legally protected governance structure. It claimed that the board was not consulted on Stever’s dismissal and was excluded from the selection of his successor. “This is a breach not just of our agreement with Unilever, but of the principles on which Ben & Jerry’s was founded,” said one board member, speaking anonymously due to ongoing legal discussions.
Unilever, for its part, disputes these claims. In a statement, the company said the board was invited to participate in the CEO search but chose not to engage. The conglomerate emphasized that Senf was selected based on his alignment with Ben & Jerry’s values and his proven leadership capabilities in the global marketplace.
This clash is the latest chapter in a broader debate about how mission-driven companies operate under corporate ownership. Ben & Jerry’s has long positioned itself as a business committed to progressive causes, including climate action, racial justice, LGBTQ+ rights, and international human rights. That stance has occasionally put the brand at odds with Unilever, particularly when its activism has provoked political or public backlash.
The controversy is especially pronounced in light of Unilever’s planned spin-off of its ice cream division into a separate entity tentatively named Magnum Ice Cream Company. Industry observers note that the spin-off could give Unilever more flexibility in restructuring its brand portfolio, but also raises questions about whether Ben & Jerry’s social mission will continue to be protected in its current form. The company has not clarified whether the independent board’s powers will remain intact under the new structure.
The governance debate also has legal dimensions. In 2022, Ben & Jerry’s sued Unilever over its decision to allow Israeli distribution of its products against the board’s wishes. That case was settled out of court but left unresolved tensions about who controls the brand’s identity and values. Some experts believe the latest dispute could again end up in court if a resolution isn’t reached amicably.
For supporters of Ben & Jerry’s brand of activism, the board’s position has become a litmus test for corporate accountability. Critics, however, argue that a multinational company must balance brand identity with broader shareholder interests, especially as public companies face increasing scrutiny from investors and regulators over their political stances.
Meanwhile, Jochanan Senf will enter his new role amid this turbulent backdrop. His challenge will be to navigate the brand through one of the most complex corporate transitions in its history, maintaining its market performance while also addressing internal friction over its values and mission. Whether he will be able to bridge the divide between Unilever’s corporate priorities and the board’s activist ethos remains to be seen.
