BEN & JERRY’S® NEWEST RELEASE: CONCESSION OBSESSION^TM
Feeding America’s Fascination with Movie Candy

Burlington, VT -- Lights! Camera! Ice Cream! Ben & Jerry’s is proud to announce their newest ice cream release: Concession Obsession^TM, feeding everyone’s fascination with movie candy. Released just in time for watching red-carpet coverage of this year’s Award Shows, this new flavor may be the best accessory to an evening with Oscar.

The super-premium vanilla bean ice cream is packed with movie candy so every bite brings the movie theater experience home. That makes perfect sense to Ben & Jerry’s fans who claim to indulge in their fave flaves each evening--straight from the pint while seated comfortably in front of the television.

"I wanted to create an eating experience where the consumer would encounter candy after candy as they spooned through the pint,” says Ben & Jerry’s Senior Flavor Developer, John Shaffer. “Starting with the movie candy theme, I chose chocolate, rice crunch pieces, our version of a non-pareil and a chocolate covered peanut, all of which are movie theater favorites. I produced a caramel swirl, unique to Ben & Jerry’s, to mimic a chewy, caramel candy. Loading our ice cream with “stuff” is a decadent tradition at Ben & Jerry’s, which we refer to as mining for chunks."

With the Spring 2001 release of Concession Obsession^TM, Ben & Jerry’s also announces their “Citizen Cool” contest. Conducting a nationwide Casting Call this summer, the company plans to ’reel’ in real “stars” , people who have identified a need in their community and have found cool and innovative ways in which to address it. For more information about Ben & Jerry’s Concession Obsession^TM, other fabulous new flavors, and its programs supporting community causes, visit us on-line at www.benjerry.com.

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