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Ben & Jerry's
Ben & Jerry's was founded in 1978 by childhood friends Ben Cohen and Jerry Greenfield in a renovated gas station in Burlington, Vermont, after the pair completed a $5 correspondence course on ice cream making, building a brand distinctly identified with chunky mix-ins and playfully named flavors. The company built its identity around progressive social and environmental activism alongside its ice cream, taking public stances on issues ranging from climate change to civil rights, a level of corporate political engagement unusual for a mainstream consumer food brand. Its flavor names, including Cherry Garcia (named for Grateful Dead guitarist Jerry Garcia) and Chunky Monkey, became distinctively memorable branding, and the company's 2000 acquisition by Unilever came with unusual contractual provisions preserving its independent board and social mission. Ben & Jerry's combination of its chunky, mix-in-heavy ice cream style and its unusually outspoken corporate activism has made it one of the most culturally distinctive ice cream brands in the country.
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Baskin-Robbins
Baskin-Robbins was founded in 1945 by brothers-in-law Burt Baskin and Irv Robbins in Glendale, California, built around a then-radical premise: instead of offering just one or two ice cream flavors like most competitors, the company would rotate through dozens, eventually branding itself around "31 flavors," one for every day of the month. The chain's flavor rotation strategy and its willingness to introduce new limited-time flavors regularly gave it a reputation for variety and novelty that distinguished it sharply from more flavor-limited competitors throughout the mid-20th century. Baskin-Robbins became one of the largest ice cream chain franchises in the world, and its later corporate combination with Dunkin' Donuts under a shared parent company created a distinctive dual-branded retail format combining coffee-and-donuts with ice cream under one roof in many locations. Baskin-Robbins's combination of its pioneering flavor-variety business model and its massive franchise scale has made it one of the most commercially significant ice cream chains in the country.
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