Too “kid-friendly.”

Adults are taking notice of Ben & Jerry’s sudden embrace of beer (not to mention unapologetic stoner food), and some don’t like what they see. Alcohol watchdogs say that the New Belgium beer label looks irresponsibly similar to Ben & Jerry’s ice-cream pints.

Alcohol Justice, a group that’s also not a fan of so-called “alcopops” like Mountain Dew DEWshine, is convinced that Ben & Jerry’s beer is going to act as a gateway drug: “This is a troubling development. It does no favors for the youth of America,” CEO and executive director Bruce Lee Livingstone tells the paper, adding: “It’s bad for children — who will start looking at beer as the next step after ice cream.” Oy vey.

[USAT]