Does Size Matter? It Does to Ben and Jerry

Summer is in full swing and hotter than ever. It is a great time to feast on Ben & Jerry’s ice cream to cool down – or at least read about their remarkable rise from a small-town business to the company that took Hagen-Daz by surprise. In fact, Ben & Jerry’s continues to trouble their competitors because to Ben, Jerry, and ice cream consumers, apparently, size does matter.

Earlier this year when Hagen-Daz, like many other ice cream manufacturers reduced the size of their pints (a “cost-saving measure” according to Hagen-Daz) Ben & Jerry’s fired back with an ad face slapping “you deserve more ice cream” campaign boldly declaring what is clearly more obvious to consumers than to ice cream marketeers – “A pint is not a pint unless it’s a pint.”

I would have to agree with both Ben and Jerry on this one – and so would any elementary school math teacher.

To date, Ben and Jerry’s has refused to reduce their carton size in an attempt to dupe consumers and their sales remain strong.

Key to Successful Growth

The original scoop shop became a community favorite thanks to its rich ice cream and creative flavors. Ben and Jerry also made it a point to connect with the community, hosting a free film festival and giving away free scoops on the first anniversary of the store, a tradition that still continues. In 1980, the duo began making pints to sell to local grocers. In 1981, they expanded this operation.

Business increased significantly. In 1983, the company opened its first non-Vermont franchise in Maine, and signed a deal with a Boston distribution company. Signature flavors were unveiled during the 1980s – including New York Super Fudge Chunk and Cherry Garcia – and by 1987 sales were at $32 million. In 1988, President Ronald Reagan named Ben and Jerry the U.S. Small Business Persons of the Year, and by the year’s end the company was operating shops in 18 states.

Ben & Jerry’s – The Men Behind the Ice Cream