Socially conscious ice cream giant Ben & Jerry's has been slammed by the Center for Science in the Public Interest (CSPI) for misleading customers by "falsely claiming that some of its ice cream and frozen yogurt products are 'All Natural,' when they contain artificial flavors, hydrogenated oils, or other factory-made substances".

CSPI has filed a complaint with the Food and Drug Administration (FDA), insisting that it take enforcement action against the company, owned by Anglo-Dutch conglomerate Unilever.

The label for Ben & Jerry's "Everything But The ..." ice cream product states "all natural". But the small print in the ingredient list lists artificial flavours, an outright violation of the FDA¹s rules says CSPI.

"Ben & Jerry¹s enjoys a carefully-cultivated public image as an eco-friendly, worker-friendly brand," CSPI executive director Michael F. Jacobson said: "So it¹s sad that [it] is trying to pass off products laden with these factory-spun ingredients as 'natural,' when there¹s little natural about them. 

"These ingredients are man-made and simply don¹t occur in nature."