Ben & Jerry's New Ice Cream Flavor Empower Mint Comes With An Important Message
The only thing more satisfying than digging into a pint of delicious peppermint and fudge-flavored ice cream? Fighting for equal voting rights, naturally. That's the mission behind Ben & Jerry's new ice cream flavor Empower Mint, which is now available in pint form and at Ben & Jerry's Scoop Shops nationwide. It sounds like a pretty sweet deal — peppermint ice cream swirled with ribbons of fudge and actual fudge brownies, yessss I want you now — but the scoop behind the scoop is what's really worth paying attention to. The new flavor isn't just a yummy new treat — it is launching in tandem with Ben & Jerry's "Democracy Is In Your Hands" campaign, which Ben & Jerry's describes as "a year long effort focused on getting fans and citizens alike to take a stand in support of democracy that truly represents the needs of all Americans."
So what does that mean, exactly? It's pretty simple, actually. The ice cream brand, which has never been shy when it comes to getting involved with politics, wants to expand voter access by a.) encouraging people everywhere to vote, and b.) bringing awareness to restrictive voting laws and policies in some states that make it more difficult for low income and minority voters to make their voices heard. Consider the "Democracy Is In Your Hands" campaign as a call to action of sorts. Head to benjerry.com/democracy, where you can register to vote, sign up for election reminders, and sign a petition to restore the full protections originally granted by the 1965 Voting Rights Act, if you so choose.
And also, there's ice cream.
The new Empower Mint flavor is available for $4.89 a pop. Dessert with a side of democracy? I'll take it.
Images: Courtesy of Ben & Jerry's