The craft beer market has been exploding over the past several years, and despite being considered a family-friendly company since its 1978 founding, Ben & Jerry’s is hoping to enter that profitable marketplace. The ice cream company announced plans on Thursday to create a craft beer dubbed Salted Caramel Brownie Brown Ale with New Belgium Brewing, which will tentatively be available in stores this fall.

A national movement has developed in recent months to keep companies from marketing adult-focused products like tobacco and alcohol to children, and Ben & Jerry’s first started receiving criticism last month when company co-founder Ben Cohen told HuffPost Live that he has considered the possibility of a marijuana-infused ice cream. The ice cream company known for it’s unique flavor combinations invited more controversy when they announced Thursday that they want to create a beer with the Fort Collins, CO-based brewing company.

“Our fans can expect something both delicious and impactful,” said Jay Curley, senior global marketing manager, in a statement.

A joint press statement between Ben & Jerry’s and New Belgium Brewing stated that “the two like-minded businesses have long championed similar causes such as minimizing carbon pollution and supporting sustainable agriculture,” and added that the project “will focus on environment awareness as well.”

While the iconic ice cream company has long stood up for important social and environmental issues, critics are saying that they’ve officially crossed a line with this decision, and believe this move will do more harm than help.

“It’s a crass, corporate greedy move to put put a brand name like Ben & Jerry’s on a beer. It’s bad for children, who will start looking at beer as the next step after ice cream,” Bruce Lee Livingston, executive director and CEO of Alcohol Justice, told USA Today. “This is a troubling development. It does no favors for the youth of America.”