US Politics: Ben & Jerry’s Launches New Ice Cream Flavor 'Change Is Brewing'

Ben & Jerry’s launched their new flavor “Change is Brewing” on Monday in support of the People’s Response Act, a bill that seeks to promote community wellbeing and curb police violence.

Jabari Paul, the company’s U.S. activism manager, announced the new flavor at a press conference at the National Press Club in Washington, D.C. The limited-edition ice cream will contain cold brew coffee ice cream with marshmallow swirls and fudge brownies.

“Introducing Change Is Brewing, the flavor helping to transform the nation’s approach to public safety to one that prioritizes community needs,” the Vermont-based ice cream company posted on Twitter.

Ben & Jerry’s is known for taking political stances and their latest move brings activism directly to their packaging. In collaboration with Movement for Black Lives and Rep. Cori Bush, D-Mo., the company’s new flavor promotes Bush’s People’s Response Act, a bill introduced in June that seeks to create a public safety agency within the Department of Human Health and Services.

“The flavor supports the vision of the world in which every community is safe and everyone including Black and brown people can thrive,” Paul said.

To create this flavor, Ben & Jerry’s also partnered with Black-owned coffee company Blk & Bold to create the base as well as Greyston Bakery to incorporate their famous brownie bites. They also worked with artist Laci Jordan, who designed the packaging’s artwork featuring a Black woman painting the word “liberation.”

When speaking at the event, Bush said she was "still stunned to be able to do this" as she referred to her bill and Ben & Jerry's collaboration.

“The People’s Response Act brings transformative change to our communities — change that is long overdue,” Bush told NBC News.

“By shifting responsibilities of public safety to the Department of Health and Human Services, investing in grassroots organizations already doing the work of keeping our communities safe, and creating alternative responses to 911 calls for mental health emergencies, the People’s Response Act can and will transform public safety in our country. This is the future that we deserve — and Ben & Jerry’s support of this bill shows the momentum we have towards making it a reality.”