Ben & Jerry’s Celebrates the Power of Black Voters with Rebrand of Change is Brewing Flavor

By Ben and Jerry’s

Today, on National Voter Registration Day, Ben & Jerry’s, alongside Black Voters Matter, is unveiling a sweet new look and mission to their popular flavor, “Change is Brewing” — a cool combination of Blk & Bold infused cold brew coffee into ice cream, marshmallow swirls, and fudge brownies. This rebranded flavor is focused on advancing racial justice through protecting voting rights and encouraging voter turnout ahead of November’s midterm elections by connecting voters with the Ben & Jerry’s Voter Resource Center. 

At the founding of our nation, voting was limited to white, land-owning men. It was only in recent history that all Black people have had the right to vote, and even that was, and still is, a hard-fought right. The Voting Rights Act, landmark civil rights legislation passed in 1965, put important safeguards in place to protect the rights of Black voters. However, the Voting Rights Act was gutted in a 2013 Supreme Court decision that paved the way for a number of states to pass regressive voter suppression laws that make it harder, not easier, for people of color and young people to vote. Many states have since passed regressive voter ID laws, limited mail-in voting, and even limited distribution of water in voting lines.

“It is precisely because of the power of the Black vote that a number of states — all controlled by Republicans — are trying so hard to suppress it,” said Maroni Minter, US Activism Manager for Ben & Jerry’s. “That’s why today we are also excited to kick off a seven-week tour of Georgia in partnership with Black Voters Matter to engage voters across the state and connect them with information and tools they need to ensure that their vote is counted and their power is felt. And yes, there will be free ice cream.”

The seven-week tour, in conjunction with the Black Voters Matter We Won’t Black Down tour, will crisscross the state of Georgia in a Ben & Jerry’s Scoop Truck, hosting events and engaging voters in the runup to the historic midterm election. The tour will visit HBCUs, big cities, and rural communities in partnership with Black Voters Matter, serving up free scoops of the decadent coffee-based flavor that is as delicious as it is inspiring. Black Voters Matter works 365 days a year, in Georgia and beyond, to build power in marginalized, predominantly Black communities. The tour is part of a larger campaign that will use digital and social media channels, radio, newspaper, and outdoor advertising to encourage participation in the midterms and connect people to the Ben & Jerry’s Voter Resource Center, a tool that allows voters to check their voter-registration status, register to vote, find their polling place, and identify key election-related dates.

Head over to Ben and Jerry’s to learn more about this flavor or campaign.

The ice cream company has long been dedicated to activism, mirroring activism across the country, including in Wisconsin. They’re not the only people encouraging the Black vote.

Our breaking news page includes more stories about activism.