Ben & Jerry’s renames flavour to support marriage equality in the UK

Ice cream giant Ben & Jerry’s is renaming one of their famous flavours in the UK to show support for same sex marriage equality.

Oh! My! Apple Pie! will become Apple-y Ever After and tubs will be redesigned to feature a gay couple atop a wedding cake decorated with rainbows.

The company hope to raise awareness for the proposed legislation and help convince the deliberating members of parliament that it’s time to say ‘I do’ to same sex marriage.

[Related story: Artist creates British icons in Jaffa Cakes]

This comes ahead of the UK government’s consultation on how to implement marriage equality for gay couples which is due to launch this week.

As part of the campaign Ben & Jerry’s have partnered with charity Stonewall, and have unveiled a webpage which allows people who believe in equality in marriage to send off a letter to their local MP.

Ilaria Ida, Ben & Jerry’s European Social Mission Manager said: “This is a proud day for Ben & Jerry’s when we can show our support for a cause that’s at the core of our values.”

Together Stonewall and the ice cream maker also launched a new Facebook app that asks users to ‘marry’ each other online.

Laura Doughty, Stonewall’s Deputy CEO said: “We’re truly moved by Ben and Jerry’s support for same-sex marriage in Britain.

“All people want is to call their long-term relationship by the same name as everyone else. Our strong advice to those who disapprove of same-sex marriage is just not to get married to someone of the same sex.”

The move echoes the company’s efforts in 2009 when they renamed their ‘Chubby Hubby’ ice cream flavour, ‘Hubby Hubby’ in Vermont, USA, in celebration of the legalisation of gay marriages.

Followers on Twitter can support the campaign by using Ben & Jerry’s #appleyeverafter hashtag.