BURLINGTON, Vt.—(BUSINESS WIRE)—The people have spoken. After launching a one-week, limited edition flavor to recognize Sir Elton John’s first trip to Vermont and to raise money for the Elton John AIDS Foundation (EJAF), Ben & Jerry’s has heard enough. Fans of Elton John’s music and Ben & Jerry’s ice cream literally sent hundreds of supportive e-mails and many more phone calls to Ben & Jerry’s Vermont headquarters calling for the return of the popular flavor.
“It’s been one of the most amazing things,” said Co-Founder Jerry Greenfield. “We’ve seen fans who’ve been excited before about a flavor and cool partnerships, but this has been something else.”
Undoubtedly, John’s decades of music making, multiple Grammy’s, an Academy Award, a Tony Award, a Kennedy Center Honor, and even knighthood from Her Majesty Queen Elizabeth II, has brought some considerable clout to the partnership.
“There was only one way we could honor Sir Elton in true Ben & Jerry’s fashion,” said Greenfield. The company produced a custom flavor consisting of ‘an outrageous symphony of decadent chocolate ice cream, peanut butter cookie dough, butter brickle and white chocolate chunks.’ And the name —Goodbye Yellow Brickle Road— is a play on one of Elton John’s most popular song titles.
"I am so grateful to Ben & Jerry’s for their commitment to the fight against HIV/AIDS and for extending the Goodbye Yellow Brickle Road ice cream flavor to a national audience," says Sir Elton John. "A portion of the proceeds generated from this project will help support the life-saving work of the Elton John AIDS Foundation (EJAF).”
The ice cream company, known as a global leader in social responsibility, has been flattered to work with Sir Elton and his Foundation. The partnership will focus on enhancing awareness of EJAF’s work, including cross promotion and a membership drive for EJAF. The Goodbye Yellow Brickle Road flavor will be available in a limited-batch on shelves of leading retailers from mid-May through summer 2009. The flavor is currently available in Ben & Jerry’s Scoop Shops nationwide, trumpeting another pun of one of Elton John’s famous songs, claiming “The Batch Is Back!”