Ben & Jerry's story in the very first issue of National Post (a good omen, I hope):
nationalpost.com
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Ben & Jerry's Homemade Inc., the wacky-flavoured premium ice cream company started by slow and fat childhood friends, is expanding in Canada.
Ben Cohen and Jerry Greenfield, co-founders of the Vermont-based chain, will be in Toronto later this week to launch 10 flavours available for the first time in Canadian grocery stores.
Calgary-based Delicious Alternative Desserts has been granted the manufacturing and distribution rights for Ben & Jerry's ice cream and frozen yogurt. They are retooling their Stoney Creek, Ont.-plant to make the product and will begin distributing it in about a month's time, said Lee Holden, Ben & Jerry's spokesman.
Meanwhile, select retailers in southern Ontario have begun offering the 500-millilitre tubs in stores such as Sobeys and Longo's.
The flavours, including Chunky Monkey, World's Best Vanilla and Coffee Coffee Buzz Buzz Buzz, will be launched in Canada.
There are four Ben & Jerry's "scoop shops" here now, three in Montreal and one in Knowlton, Que.
Ben & Jerry's has been considering the Canada market for some time, Mr. Holden said.
Jim Barrett, an analyst with Josephthal & Co. in New York, said the premium ice cream market is largely held by Haagen-Dazs.
"I think it is a very good move [by Ben & Jerry's] into Canada, the brand does have some awareness there."
Mr. Barrett believes there's room for both brands as well, because they target different markets. Haagen-Dazs is seen as an upscale product, while Ben & Jerry's is considered more fun.
The entrepreneurs also use a lot of jokes to sell their product.
Ben and Jerry met in 1951 in a Long Island, N.Y. Grade 7 gym class. They opened their first ice cream shop in a renovated gas station in Burlington, Vt. in May 1978.
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Cheers,
Don |
