Ben & Jerry’s Isn’t Kidding With Schweddy Balls Release


Proving, once again, they’ve got a sense of humor, the marketing wags at Ben & Jerry’s are rolling out a limited edition ice-cream flavor in the US: Schweddy Balls, named for a punning 2007 Saturday Night Live skit featuring Alec Baldwin as Pete Schweddy, a guest on a fictitious NPR radio show called “Delicious Dish.”[more]

A trending topic on Twitter today after NPR featured the custom flavor, the brand had to convince its Twitter followers that it wasn’t a joke. The flavor is described as: “Available in both pints and Scoop Shops, this flavor is Fair Trade vanilla ice cream with a hint of rum and is loaded with fudge covered rum and milk chocolate malt balls. It’s never too early to start celebrating the holiday season!!”

“The name is irreverent,” Ben & Jerry’s spokesman Sean Greenwood commented to TIME about the stunt flavor, a co-branding deal with SNL producer Lorne Michaels’ Broadway Video Enterprises. “But we’ve always been about having some irreverence and having some fun … We’re not trying to offend people. Our fans get the humor.”

Baldwin, the co-star of NBC’s 30 Rock who’s hosting the Sept. 24 season premiere of SNL, stated in a press release: “For a long time, I thought that ‘Here Lies Pete Schweddy’ would end up on my tombstone. Now, thanks to Ben & Jerry’s, the goodness of the Schweddy family recipe won’t go with me to the great beyond. It is immortalized here, right now, and it’s an ice cream. Ben & Jerry’s and Schweddy. Two great names in American dessert, together at last.”