A Stock Scoop for Ice Cream

Ben & Jerry's superpremium from Vermont goes for the big time

No one goes to a supermarket to seek investment advice, but some shoppers can find a hot tip in the freezer department. "Scoop up our stock," reads the message on cartons of Ben & Jerry's ice cream. Customers are invited to call a toll-free number for a preliminary prospectus on a new issue of 500,000 shares of Ben & Jerry's Homemade Inc. Expected share price: $11 to $13.

Only seven years ago, Ben Cohen and Jerry Greenfield were struggling entrepreneurs who sold ice cream in a single-scoop shop that they had opened in a renovated gas station in Burlington, Vt. Now...

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