Appeal comes amid growing pressure on consumer brands as Israel’s war on Gaza has killed at least 24,000 people LONDON: Ben & Jerry’s has urged a “permanent and immediate” ceasefire in Gaza, raising the possibility of renewed tensions with its owner Unilever. In an interview with the Financial Times, Anuradha Mittal, chair of the ice-cream maker’s board of directors, called on policymakers to act, stressing that “peace is a core value of the brand.” Mittal told the publication: “From Iraq to Ukraine (the company) has consistently stood up for these principles. Today is no different as we call for peace and a permanent and immediate ceasefire.” Mittal, a proclaimed human rights, land rights, and indigenous rights advocate, explained the decision to call for a ceasefire was “consistent with the history and values of our company.” The appeal comes amid growing pressure on consumer brands as Israel’s war on Gaza has killed at least 24,000 people, many of whom are women and children, according to the Gaza Health Ministry. Companies like Starbucks and McDonald’s have been met with increasing calls for boycotts, with campaigners even protesting outside stores. Ben & Jerry’s, which was founded in 1978, is well known for its stance on social issues. It was acquired by Marmite owner Unilever in 2000, but is managed by an independent board of directors. The company’s solidarity with Palestine led to a dispute with Unilever in 2021 after it pledged to stop selling products in Palestinian territories. “We believe it is inconsistent with our values for our product to be present within an internationally recognized illegal occupation,” Ben & Jerry’s announced at the time. Unilever then sold off the Israel division of Ben & Jerry’s to defuse the situation. As a result, the ice-cream maker filed a lawsuit against its parent, which was eventually settled.