Ben and Jerry’s – WSJ 3-19-2024

 

Posted here:

Ben & Jerry’s Owner Loses Its Taste for Ice Cream

Unilever plans to spin off its ice-cream business, which includes Magnum and Popsicle, and could consider a sale

By Saabira Chaudhuri

The Wall Street Journal

March 19, 2024

My business journalism instructor, Gilbert T. Sewall, was correct when he observed that the Wall Street Journal is notable for the excellence of its writing per se.

The best term I can come up with to describe this piece is limpid.

Everything is covered, succinctly. The facts have all been reported, are all there.

The business issues are made clear.

A layman (i.e., someone not in the business world) can enjoy this piece. Pithy phrases achieve this result:

Ben & Jerry’s owner Unilever has lost its taste for the business.

Ben & Jerry’s, once regarded by analysts as a jewel in Unilever’s crown, has turned into something of a thorn in its side.

Ben & Jerry’s hasn’t shied away from taking a stand on social causes.

Ice cream has been a tough business for … consumer-goods companies. …

Our high school English teacher taught us about topic sentences. Here we see embedded “topic sentences” that ensure that the reader does not get lost and gets the import of the piece.

 

— posted by Roger W. Smith

   March 2024