As We See It

Ben & Jerry’s takes gay marriage to the freezer aisle

The new flavor name is only available in the U.K., but those who are interested can show their support on Facebook.

A number of companies donate money to political efforts every year, but some go the extra mile—some put their politics right on the package. Vermont-based ice cream company Ben & Jerry’s has changed the name of its “Oh My! Apple Pie!” flavor in the United Kingdom to “Apple-y Ever After,” in an effort to “raise awareness about the importance of marriage equality” while the U.K. conducts its public consultation on same-sex marriage. The progressive move, a collaboration with U.K. gay rights organization Stonewall, follows Ben & Jerry’s 2009 decision to alter the name of its “Chubby Hubby” variety to “Hubby Hubby,” which celebrated the company’s home state’s legalization of same-sex marriage. The new flavor name has popped up in B&J’s U.K. “scoop shops,” and fans across the globe can show support by “marrying” a same-sex friend of theirs with an application on the Ben & Jerry’s U.K. Facebook page.


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