The Ben & Jerry’s Flavor Graveyard

Where do ice cream flavors go when they die?

Ben & Jerry’s, famed for its inventive ice cream flavors and partnerships, has nearly 100 flavors in its current rotation.

But the brand has crafted more than just flavors—it embraced innovation with “The Flavor Graveyard.”

In the ’90s, confronted with the task of discontinuing beloved flavors, Ben & Jerry’s responded by creating a cemetery with witty epitaphs paying homage to the “Dearly De-Pinted” and offering creative causes of “death” for each flavor.

This concept wasn’t just a gimmick; it was a smart brand strategy.

Where Ice Cream Memories Never Melt

The Flavor Graveyard resonated deeply with fans, evoking nostalgia and generating buzz that endured long after flavors disappeared from store shelves.

Ben & Jerry’s cleverly resurrected classics for special events, exciting loyal customers and attracting media attention. The moves showcased the brand’s humorous and unique approach to flavors and commitment to customer satisfaction.

While most companies opt to downplay product misses, Ben & Jerry’s has turned its misses into a celebrated part of its history. The Flavor Graveyard attracts over 350,000 visitors annually to its Waterbury, VT factory, with a digital graveyard presence for everyone else.

Ben & Jerry’s uses nostalgia for flavors past to forge emotional connections with customers. By celebrating discontinued flavors, the brand evokes fond memories and gives abandoned products a second life.