An online contest to choose the name for a new flavour of Ben & Jerry’s ice cream has resulted in a woman from Smithville choosing ‘Primary Berry Graham’.

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The new flavour features strawberry ice cream, strawberries and a thick graham cracker swirl, reports the Kansas City Star.

Janet Schooley’s suggestion was one of many submitted to the company via the AOL websites, and was chosen to be among the final three among which voters could choose. More than 400,000 votes were cast.

Before Ben & Jerry’s was acquired by Anglo-Dutch conglomerate Unilever, the company made much of its quirky relationship with customers and regular social initiatives. The contest is an indication that this ethos remains, to some extent at least. As a rule, employees dream up most of the names used for new flavours.

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