Global comp invites ice cream lovers to create new flavour

Ben & Jerry's launches 'Do the world a flavour' search in association with Fairtrade

If you've think you've spotted a gap in the ice cream market, Ben & Jerry's want to hear from you. The company have launched a global competition in conjunction with organisation Fairtrade to find a new flavour.

In a similar vein to the recent Walkers campaign in which the British public created a weird and wacky range of crisp flavours, the public are invited to log onto to the ice cream giants' website and choose from a range of main ingredients, swirls and chunks to concoct the flavour of their dreams.

The winning taste, which will be selected by a panel of experts looking for both creativity and feasibility, will be made into a real ice cream. And its creator will get to lend a hand in the branding and naming of the new product.

In addition the top ice cream talents from each of the twelve countries taking part will travel with the Ben & Jerry's founders to the Dominican Republic to meet cocoa farmers and see exactly what Fairtrade has done for local communities.

You're on HELLO!'s global site. Click to return to HELLO! India Go back