Pointing to current flavor Half-Baked and former flavor Dave Matthews Band Magic Brownies, Ben & Jerry’s said it’s ‘no surprise’ that it is looking to get in on the CBD craze. It wants to deliver non-psychoactive CBD-infused ice cream options as soon as possible.
The company introduced a sparse mock-up of green pints that could potentially package the flavors, but will have to hold off on production while CBD’s fate hangs in the balance. The FDA held a public hearing on legalization on Friday.
It also has an open window for comments on CBD use in food, now through July 2. Ben & Jerry’s submitted comment on the issue and is encouraging its customers to do the same.
Ben & Jerry’s CEO Matthew McCarthy said, "We're doing this for our fans. We've listened and brought them everything from non-dairy indulgences to on-the-go portions with our Pint Slices. We aspire to love our fans more than they love us and we want to give them what they're looking for in a Ben & Jerry's way."
The Vermont-based ice cream manufacturer plans to source its future CBD locally from its home state, keeping in line with its practices of ‘values-led sourcing’ and a social justice brand focus.
Last November Ben & Jerry’s released a limited edition flavor ‘Pecan Resist’ that donated profits to advocacy groups and protested the Trump Administration. In January it announced plans to make its Scoop Shops more environmentally friendly by eliminating all its single-use plastic by the end of 2020.
And in May Ben & Jerry’s formed a dairy advisory council for assistance with future product innovations, made up of experts in environmental health, the animal protection movement, water quality and organic farming.