Haagen-Dazs.

The Wall Street Journal reports that Haagen-Dazs is planning a "Haagen-Dazs Loves Honey Bee" program for later this year. The program is aimed at raising consumer awareness that the honeybee population has been shrinking drastically in recent years, 25% alone in the past year. The brand was moved

to create the campaign because it uses a lot of natural honey in its flavors in addition to other ingredients like nuts, fruits and berries that are available because of the pollinating done by the bees. The WSJ notes that the campaign will extend across television and print, and all of the flavors that are impacted (40% of all Haagen-Dazs flavors) will have a burst on the package that will explain the problem, what Haagen-Dazs is doing to help and how people can be involved. CNNMoney.com, reporting on the same story, notes that the company is donating $250,000 to both Pennsylvania State University and the University of California, Davis to fundresearch into the bee colony collapse disorder.