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Ben & Jerry's launches 'Lin-Sanity' flavor, takes out fortune cookie ingredient

Posted by Matt Rocheleau  February 24, 2012 11:29 AM

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(Ben & Jerry's Twitter)

The new flavor, "Taste the Lin-Sanity" from the Vermont-based ice cream chain is available for a limited time only at the Harvard Square shop. This is the latest version without the fortune cookie ingredient.

Vermont-based ice cream company Ben & Jerry’s has begun selling a limited-release new flavor at its Harvard Square shop in honor of basketball’s sudden sensation, Jeremy Lin, a Harvard University graduate who was an Ivy League star during his time with the Crimson, but left the Cambridge campus undrafted and largely unknown.

In recognition of the 23-year-old's overnight fame, the new frozen yogurt pints are made at the Harvard Square shop with vanilla frozen yogurt, lychee honey swirls and come with a fresh waffle cookie on the side, which can be dipped into the container or crushed on top, company officials said.

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Jeremy Lin 'Linsanity' hits Harvard

Jeremy Lin 'Linsanity' hits Harvard
See how the school, businesses, pop culture figures, and local residents have reacted to Lin's sudden fame.
The fresh waffle cookie ingredient replaces initial batches of the flavor that included "fortune cookie pieces" mixed in with the frozen yogurt, Ryan Midden, Ben & Jerry's general manager for Boston and Cambridge said by phone today

"There seemed to be a bit of an initial backlash about it, but we obviously weren't looking to offend anybody and the majority of the feedback about it has been positive," he said.

Midden said the primary reason for changing the cookie ingredient was because "a couple of [pints] got returned because the cookies got so soggy."

The flavor is called: “Taste the Lin-Sanity,” a name that uses the term “Linsanity” – one of the most popular of the many phrases that sportscasters and fans have crafted by mixing No. 17’s last name with other clever phrases.

"We are very excited to celebrate the Harvard basketball program, as well as a local celebrity with our limited time batch," Midden said in an e-mail.

The Lin-inspired treat is available for a limited time only, he said.

He said customers can shoot at a basketball hoop set up inside the store located near Lin’s alma mater to try to earn a $1 discount on a pint of the new flavor.

The Harvard Square location will continue the promotion with the basketball hoop through the remainder of Harvard's basketball season and that a portion of the new flavor's proceeds with be donated to a Cambridge nonprofit to be named later, Midden said.

Lin, a 6-foot, 3-inch point guard, has been outperforming expectations since the New York Knicks pushed him off the edge of the bench and onto the court amid injuries elsewhere on the team.

E-mail Matt Rocheleau at mjrochele@gmail.com.
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(Ben & Jerry's Twitter)

The new flavor's ingredients originally listed "fortune cookie pieces" as an ingredient, which has since been changed to come with "a fresh waffle cookie," a company official said.

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