Ben & Jerry's Appoints M Booth & Associates

NEW YORK Ben & Jerry’s has named M Booth & Associates as its public relations firm. The hire is designed to help the company promote new products that are being launched in conjunction with the ice cream maker’s 25th anniversary later this year.

The pr agency’s work for the Vermont-based ice creamery, made famous by innovative flavors such as Cherry Garcia, will include media-based programs and events. Those initiatives will be set to coincide with the company’s birthday Aug. 23 when Ben & Jerry’s also plans to introduce its new food products.

New York-based M Booth & Associates has worked with an extensive list of clients in the food industry including I Can’t Believe It’s Not Butter!, Jell-O, and Cheez-It.

Apart from ice cream, Ben & Jerry’s Homemade distributes frozen yogurt and sorbet across the U.S. in supermarkets and other retail locations, and in select countries worldwide.