Ben & Jerry’s ChunkFest 2012 | OpenRice Singapore

Were you at Ben & Jerry’s (B&J’s) ChunkFest 2012 this past Saturday on 25 August at Sentosa? OpenRice was there to celebrate Singapore’s first beach ice cream festival with the many folks who’ve an uncontrollable sweet tooth… just like the bunch of us! The upbeat event saw the crowd grooving to tunes from local bands and having good fun at the various activity booths, such as sumo wrestling and ice cream eating challenges. Of course, the main stars of the show were B&J’s whimsical ice cream flavours – 20 flavours were made available this year, with 15 exclusively flown in from the US. Featured flavours included Late Night Snack, vanilla bean ice cream with a salty caramel swirl and fudge covered potato chip clusters (yup, potato chip clusters!) and Spiced Chocolate, chocolate ice cream with almonds and Moroccan style spice. But one flavour in particular stole the limelight, and that’s the Maple Tree Hugger.

Infused with real maple syrup, a swirl of maple caramel and signature chunks of brown sugar brownie, Maple Tree Hugger is the ultimate sweet treat for anyone. However, the launch of this flavour was a special one as it was introduced not just for delighting taste buds, but for a real good cause. Maple Tree Hugger was launched to the tune of Fairness and the crowd at ChunkFest was invited to share big bear hugs as part of B&J’s “Share a Hug” campaign. From now to 31 October, for every photo of fans “hugging” in a show of love on the Facebook app, B&J’s will sponsor a scoop of ice cream to the young beneficiaries of Singapore Children’s Society for ice cream parties in the Children’s Day month of October.

Other than Singapore Children’s Society, various socially conscious organisations participated in the ChunkFest event as ‘Fairness partners’, forming a Fairness Village where they raised awareness and funds for a variety of causes. “ChunkFest gives fans more than just an ultimate ice cream euphoria experience with the exclusive flavours we bring in and the festive fun. It is also Ben & Jerry’s way of celebrating Peace, Love and Ice Cream by providing like-minded organisations who wish to make the world a Fairer place, a free platform to raise awareness for their causes,” said Kenneth Lau, Brand Champion, Ben & Jerry’s Singapore. Remember, come 1st September 2012, you can indulge in B&J’s latest flavour, Maple Tree Hugger. Available at all B&J’s outlets at $14.90 per pint, so keep an eye out for it! Maple Tree Hugger photo courtesy of Ben & Jerry’s Singapore See Also: Find more Ice cream places here Enjoy delectable desserts here