Ben & Jerry's in Sweden have sent a cow parade out on the streets of Stockholm. The cow-people are flogging cow-hugs, for five kronor a crush. The money they raise this mad cow way will be donated to SOS Barnbyar, an organisation that helps orphaned and abandoned children by giving them new homes and schooling all around the world. A clever little PR stunt for Ben & Jerry's who are new on the Swedish market, already causing much mirth and scoring goodwill points.