Toronto, ON (April 19, 2010) – Ben & Jerry’s, the famed ice cream makers known as much for their inspired ice cream names as their chunk-filled flavours, is looking to Canadians to name their newest creation.

A combination of vanilla ice cream, fudge covered waffle cone pieces and a fudge swirl, the flavour has been temporarily named We are Waffling, until Canadians share the humour and wit they’re known for.

“We are excited to see some amazing suggestions,” says Shoshana Price, Ben & Jerry’s Brand Manager. “We want to empower our fans and give them the opportunity to show their creativity and wit, as well as their good taste.”

Starting April 19th, Canadians can visit www.facebook.com and serve up their own name on a virtual pint on the “Ben & Jerry’s Canada” Fan Page. Ben & Jerry’s fans can view and vote on their favourites at a gallery of pre-selected pints on the “Ben & Jerry’s Canada” Fan Page between July 2nd to July 16th, 2010.

The winner, to be announced in late July, will win a year’s supply of the soon to be re-named We are Waffling ice cream, enjoy the thrill of seeing their name on pints of Ben & Jerry’s across Canada and earn eternal bragging right among friends and acquaintances.

Crusading for a chunk-filled Canada!

Last year marked the introduction of the first-ever Canadian specific flavour, If I had 1,000,000 Flavours, in partnership with the Barenaked Ladies. Given the country’s enthusiastic response to the chunk-filled pint, Ben & Jerry’s decided Canadians could be trusted to play a major role in the creative process.

We are also waffling in-stores

Canadians can find Ben & Jerry’s We are Waffling in most grocery, drug and convenience stores across the country now. The winning name will start replacing We are Waffling on Ben & Jerry’s pints in the Fall of 2010.

We are waffling near you!

To ensure that Canadians have an opportunity to taste We are Waffling and make an informed name nomination, Ben & Jerry’s teams will be sampling the flavour in Vancouver, Toronto and Montreal throughout the month of May.

About Ben & Jerry’s

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.

Ben & Jerry’s philanthropy supports the founding values of the company: economic and social justice, environmental restoration and peace through understanding. For the full-scoop on all Ben & Jerry’s fabulous flavours, visit www.benjerry.ca.

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For more information or to arrange interviews, please contact Harbinger:

Kat Hattrem
t. 416-960-5100 x 246
f. 416-960-5515
khattrem@harbingerideas.com

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