Ben & Jerry’s is transitioning to oats as the main ingredient in its plant-based products, striving to enhance the taste and flavor profile of its dairy-free offerings. The Unilever-owned brand initially launched its first non-dairy line in 2016 using almond milk, later introducing a few sunflower butter-based flavors in 2020. However, as advancements in plant-based ingredients and production technologies emerged, Ben & Jerry’s recognized an opportunity to elevate the quality of its non-dairy range.
“We compared it to other products on the market and found that there was significant room for improvement,” said Craig Koskiniemi, Ben & Jerry’s self-proclaimed “flavor guru.” He emphasized that the initiative stemmed from an internal perspective, acknowledging their dissatisfaction with the existing products and their belief that better options were attainable.
The recipe overhaul began two years ago, during which the brand explored around ten potential primary plant-based ingredients. Insights from previous plant-based projects guided researchers in narrowing down their choices, leading them to eliminate options like coconut due to its overpowering flavor. They also evaluated whether to enhance their existing almond-based recipe. Ultimately, Ben & Jerry’s researchers concluded that oats provided the desired creaminess while minimally impacting the overall taste—something almonds and sunflower butter failed to achieve. This oat base allows the core flavors of vanilla, chocolate, mint, and caramel to shine through, while also catering to consumers with nut allergies.
Koskiniemi noted that most customers who buy non-dairy treats also enjoy traditional products made with milk and cream, choosing plant-based options based on flavor rather than the primary ingredient. Currently, Ben & Jerry’s holds a significant position in the non-dairy packaged ice cream market, boasting a 33% market share and ranking as the top brand in the U.S. for non-dairy ice cream, surpassing competitors like Danone’s So Delicious.
There is a possibility that some loyal Ben & Jerry’s fans may resist the recipe change, Koskiniemi acknowledged, but taste tests revealed that the new oat-based recipe was well-received among consumers. With non-dairy products representing only about 7% of Ben & Jerry’s total packaged business, the risk of negatively impacting sales is lower than if they altered their more popular dairy varieties, which could potentially alienate customers. “By enhancing the quality of our product, we can significantly contribute to the growth of the non-dairy category,” Koskiniemi stated, highlighting the expectation of increased repeat purchases and brand loyalty. “We took our time to ensure that we were delivering the best possible product for our non-dairy line.”
Ben & Jerry’s plans to roll out reformulated versions of classics like Chocolate Chip Cookie Dough and Chocolate Fudge Brownie this fall, with the remaining nearly 20 non-dairy flavors transitioning to an oat-based recipe by spring. This initiative places Ben & Jerry’s among other major ice cream brands that have also reformulated their products. Following a notable drop in sales, Halo Top, now owned by Nutella maker Ferrero, announced in 2022 its switch to ultra-filtered milk with concentrated protein for a creamier texture, a departure from their previous method of using skim milk and later adding protein solids.
As the industry evolves, Ben & Jerry’s is also considering the nutritional aspects of their offerings, ensuring that ingredients like calcium citrate in food are included for added health benefits. The incorporation of such nutrients is vital as consumer preferences shift towards healthier alternatives, which could further bolster the brand’s standing in the non-dairy segment.