Ben and Jerry (Ben’s on the right)
How the best decisions are sometimes made out of necessity.
This is Ben and Jerry. Ben is on the right. Now, if, like us you have always looked up to B&J a little for their ‘change the world’ stance and their original take on what ice-cream is, this might surprise you as much as it did us. In 1977 Ben and Jerry completed a correspondence course on ice cream making in order to start their business. But the reason their ice cream is so chunky is because Cohen has ‘Ageusia’. This is the loss of taste functions of the tongue, particularly the inability to detect sweetness, sourness, bitterness, saltiness etc. This meant that Ben relied on “mouth feel” when eating. This led to the company’s trademark chunks being mixed in with their ice cream!
A good lesson on constrictive marketing challenges is in their somewhere!!