Ben & Jerry's has launched a new anti-Trump flavour 1 year ago

Ben & Jerry's has launched a new anti-Trump flavour

Activism, baby! In tasty ice cream form.

Ice cream concocters Ben & Jerry's are sticking it to the man - that man, specifically, being the umbrella-chucker Donald Trump - with a new flavour of ice cream.

Well, technically it's an old flavour, but it's being renamed. Does that make it new? It's Theseus's paradox all over again.

The limited edition flavour, which I'm reliably informed is chocolate with white and dark fudge chunks, pecans, walnuts and fudge-covered almonds, is part of the company’s campaign to "lick injustice and champion those fighting to create a more just and equitable nation for us all."

Now this is how you get lazy people involved in activism.

Ben & Jerry's said in an announcement at the National Press Club's First Amendment Room, in Washington, D.C:

"The company cannot be silent in the face of President Trump’s policies that attack and attempt to roll back decades of progress on racial and gender equity, climate change, LGBTQ rights and refugee and immigrant rights – all issues that have been at the core of the company’s social mission for 40 years."

It's not the first time Ben & Jerry's have supported social equality in the US. Their flavour Chubby Hubby became Hubby Hubby in 2009 to celebrate same-sex marriage in Vermont, whilst EmpowerMint in 2016 was used to promote voting rights.

Pecan Resist was previously called New York Super Fudge Chunk, for those of you that know Ben & Jerry's flavours like the back of your hand. The back of your hand usually covered in different varieties of ice cream. You know, because sometimes when you eat loads of it you then wipe your mouth with your hand whilst still holding the spoon, thus covering the back of it with chocolatey goodness? No? Just me?

Ben & Jerry’s will also be donating $25,000 to each of four organizations working on behalf of people of colour, Native Americans' environmental justice and women – Color Of Change, Honor the Earth, Women’s March and Neta.

I've always liked you, Ben. You've always been fine by me, Jerry.