Is there a standard amount of time in which companies promote new products as being new?

I’m eating some Ben & Jerry’s cinnamon bun ice cream, and I noticed that the container says, “new!” all around the top. However, I know that this flavor has been around for at least two years because I had it for the first time a little over two years ago. To me, a two-year-old product should not be promoted as new. How long do you think it is appropriate for companies to say that their products are new? Is there a normal length of time to which most companies adhere?