Ben & Jerry's, once a small Vermont dairy operation known for its all natural ingredients, is stripping the claim "all natural" from its packaging under pressure from consumer advocates who pointed out some components of the ice cream that simply don't exist in nature.
Just last month, the Center for Science in the Public Interest re-ignited a several year old push for Ben & Jerry's - now a unit of the massive European conglomerate Unilever - to stop making the claim.
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