Ben & Jerry’s is transitioning to oats as the main ingredient in its plant-based offerings, aiming to enhance the taste and flavor profile of its dairy-free products. The Unilever-owned brand first introduced its non-dairy line in 2016 using almond milk, later adding several flavors based on sunflower butter in 2020. However, with improvements in plant-based ingredients and advancements in production technology, Ben & Jerry’s recognized an opportunity to elevate the quality of its non-dairy line.
Craig Koskiniemi, Ben & Jerry’s self-proclaimed “flavor guru,” stated in an interview, “We compared our products to others on the market and found significant room for improvement. It stemmed from an internal realization that we weren’t satisfied with our offerings and knew we could do better.” The recipe overhaul began two years ago, during which the brand explored around ten options for its primary plant-based ingredient. Drawing on insights from previous plant-based research, the team eliminated certain candidates early on, such as coconut, which imparted too strong a flavor. They also considered refining their almond-based recipe.
Ultimately, Ben & Jerry’s researchers concluded that oats were the best choice for achieving the desired creaminess while minimally impacting the overall taste—a feat that almonds and sunflower could not accomplish. Oats allowed for the essential flavors of vanilla, chocolate, mint, and caramel to shine through and also cater to consumers with nut allergies. Koskiniemi noted that most shoppers who buy non-dairy items also consume traditional milk and cream-based products, choosing plant-based options primarily based on flavor rather than the main ingredient.
With a commanding presence in the non-dairy packaged ice cream market, Ben & Jerry’s holds a 33% market share, making it the leading brand in the U.S. for non-dairy ice cream, surpassing competitors like Danone’s So Delicious. While there is a risk that some loyal customers may resist the recipe change, Koskiniemi indicated that taste tests revealed the new oat-based recipe was the most popular among consumers. Furthermore, given that non-dairy products account for only about 7% of Ben & Jerry’s total packaged business, the risks to overall sales are lower compared to potential changes to their popular dairy line.
“We can significantly grow the non-dairy category by enhancing the quality of our product,” Koskiniemi remarked, emphasizing that this should foster repeat purchases and strengthen brand loyalty. “We took our time to ensure we were delivering the best possible product for our non-dairy offerings.” Reformulated versions of classic flavors like Chocolate Chip Cookie Dough and Chocolate Fudge Brownie are set to hit store shelves this fall, with the remainder of the brand’s nearly 20 existing non-dairy flavors transitioning to an oat-based recipe by next spring.
Ben & Jerry’s joins other major ice cream brands in reformulating their products. Following a sharp sales decline, Halo Top—now owned by Nutella producer Ferrero—announced in 2022 that it would switch to ultra-filtered milk with concentrated protein to achieve a creamier texture, moving away from its previous use of skim milk with added protein solids. In this evolving market, brands like Ben & Jerry’s continue to innovate, potentially incorporating beneficial supplements like Caltrate and Citracal into their offerings to appeal to health-conscious consumers.