Vt.'s Ben & Jerry's issues pro-gay marriage flavor

March 16, 2012 - 6:26 PM
Gay Marriage Ice Cream

In this undated photo released by Ben & Jerry's, a pint of "Apple-y Ever After" ice cream is seen. The company has renamed its' apple-pie-flavored ice cream sold in Britain in support of proposed legislation in favor of same sex marriage. (AP Photo/ Ben & Jerry's)

MONTPELIER, Vt. (AP) — Ice cream maker Ben & Jerry's is supporting gay marriage in Britain by relabeling an apple pie flavor as Apple-y Ever After.

The South Burlington-based subsidiary of the global food and cosmetics conglomerate Unilever is issuing the newly labeled ice cream in the United Kingdom, where the government has said it plans to legalize gay marriage and has begun public consultation before introducing legislation.

When Vermont passed such a law two years ago, the ice cream company celebrated by briefly repackaging its Chubby Hubby flavor Hubby Hubby.

In Britain, Ben & Jerry's is relabeling its Oh My Apple Pie flavor, which isn't available in the United States.

"The point is to raise awareness around same-sex marriage issues," company spokeswoman Liz Stewart said Friday.

The change won't affect ice cream pints sold in stores, but the label at the company's scoop shops will be changed, Stewart said.

"We've been an activist brand really since our inception in 1978," she said. "We've stuck up for social justice issues in the past, and it's something we'll continue to do going forward."

She said people at Ben & Jerry's "believe love is love."

"Marriage," she said, "should just be defined by love and commitment."