Ben & Jerry’s, the Unilever-owned ice cream maker, has added to its range of Fair Trade flavours with the launch of Chocolate Macadamia.

The company said today (14 April) that it would also ask consumers to create the next flavour in its Fair Trade stable.

“Our commitment to Fair Trade just got an upgrade,” said Walt Freese, Ben & Jerry’s quirkily named chief euphoria officer. 

“Chocolate Macadamia is a flavour-on-a-mission to raise awareness and demonstrate that companies can help promote economic justice for all when they buy Fair Trade ingredients for their products that certify that the growers and suppliers of the ingredients in their products are being fairly compensated for their labour.

Consumers interested in submitting their own ideas for the next flavour in Ben & Jerry’s portfolio can use a “flavour generator” on the company’s website.

Consumers in 17 countries can enter and the winner will win a trip to Ben & Jerry’s Fair Trade cocoa co-operative in the Dominican Republic.