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Ben & Jerry's Stonewall Public Relations

Ben & Jerry’s renames flavour in support of UK gay marriage plans

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By The Drum Team | Editorial

March 13, 2012 | 2 min read

Ice-cream maker Ben & Jerry’s is showing its support of gay marriage by renaming flavour 'Oh! My! Apple Pie!' as 'Apple-y ever after', ahead of plans to legalise gay marriage being discussed by the UK Government next week.

Ben & Jerry’s has partnered with charity Stonewall as part of its campaign, and has 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.”

The company has also set up an app on Facebook where people can ‘marry’ someone of the same gender for the chance to win a tub of their favourite flavour of ice-cream.

Laura Doughty, Stonewall deputy chief executive ,said: “We’re truly moved by Ben and Jerry’s support for equal 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.”

In 2009, Ben & Jerry’s renamed flavour ‘Chubby Hubby’ to ‘Hubby Hubby’ in support of gay marriage legalisation in Vermont.

However, as the Fagburn blog points out, despite the image of the 'Apple-y ever after' tub which Ben & Jerry's has posted, the ice-cream will only be available in scoop format.

Ben & Jerry's Stonewall Public Relations

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