Ice Cream To Feel Good About

Vanilla Toffee Crunch has been satisfying ice cream lovers for 25 years, so to celebrate its jubilee anniversary Ben & Jerry’s re-launched the flavour in the UK. And now Ben & Jerry’s are sweetening the offer for 2007 – Vanilla Toffee Crunch is to go Fairtrade.

This legendary flavour was first concocted a quarter of a century ago. In those days breaking up the ice cream’s toffee crunch chunks was achieved with a hammer. Until it was discovered that tossing them by the boxful from the top of a ladder worked much better. These days, thanks to a supply of pre-broken toffee crunch chunks, there’s no need for a hammer or ladder!

The deliciously smooth vanilla ice cream is loaded with chocolately covered toffee crunch for a satisfyingly crunchy experience. This old timer is Jerry Greenfield’s favourite flavour. He’s always loved the way that toffee melts to create a liquid trail to swirl into the ice cream, and now Vanilla Toffee Crunch tastes that bit sweeter for introducing Fairtrade ingredients. As Jerry says,

"Fairtrade is about making sure people get their fair share of the pie. The whole concept of fair trade goes to the heart of our values and the sense of right and wrong. Nobody wants to buy something that was made by exploiting somebody else."

Ben & Jerry’s Vanilla Toffee Crunch joins classic Vanilla which was launched in July 2006 as the first ice cream to go Fairtrade in the UK. Both ice creams deliver a double dollop of goodness – smooth, creamy ice cream and a sweet deal for the Indian farmers who grow the vanilla bean and the sugar cane growers in Paraguay. Both producers will receive internationally agreed Fairtrade prices and social premiums to invest in their communities.

Ben & Jerry’s Vanilla & Vanilla Toffee Crunch is available now at the same RRP as regular Ben & Jerry’s products - £3.79 (500ml) and £1.49 (150ml) available from leading supermarkets.

For more information about Ben & Jerry’s delve into benjerry.co.uk.