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Ben & Jerry’s rebrands ice cream to support UK marriage equality effort

Wednesday, March 14, 2012

With the debate for marriage equality taking place in England’s Parliament this month, Ben & Jerry’s United Kingdom arm has renamed their Apple Pie “flavor” as “Apple-y Ever After,” featuring a same-sex couple on the carton.

The move echoes their previous celebration of Vermont’s passage of same-sex marriage in 2009 with the “rebranding” of Chubby Hubby as “Hubby Hubby.”

The ice cream maker is also teaming up with Stonewall to launch a new Facebook application that asks users to “marry” each other online.

“Proposing” through Ben and Jerry’s UK website, users can voice their support for marriage equality and add their name to a letter to Prime Minister David Cameron backing the move.

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

“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,” she said.

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17 more reader comments:

  1. Aww <33 my fav ice cream brand~

    Posted on Wednesday, March 14, 2012 at 5:41pm
  2. every little bit helps and it’s yummy in the process!

    Posted on Wednesday, March 14, 2012 at 5:42pm
  3. Great! I wonder if you can get it State side

    Posted on Wednesday, March 14, 2012 at 5:46pm
  4. Ben and Jerry’s are huge animal exploiters.Dairy products are the result of EXTREME cruelty.It is so worng to fight oppression with even more oppression,exploitation and murder!

    Posted on Wednesday, March 14, 2012 at 5:49pm
  5. LOVE B&J.! and The British!

    Posted on Wednesday, March 14, 2012 at 5:49pm
  6. yo B&J do that here in the USA. Ice Cream is stronger than bigotry.

    Posted on Wednesday, March 14, 2012 at 5:51pm
  7. This is adorable

    Posted on Wednesday, March 14, 2012 at 5:54pm
  8. Too little too late

    Posted on Wednesday, March 14, 2012 at 5:54pm
  9. B&J’s is one of the most ecological / animal / human friendly companies on the freakin planet. they use milk from “caring dairy” rGBH free family farm dairy cows that arent on hormones or steroids, eggs from cage free chickens, fair trade certified ingredients, greyson bakery (open hiring and social missions woot) , recycled containers. They totally do good environmental, social justice, animal and human rights movements. Check out their positive mission statements that effect the world – right down to making sure all their employees have a living wage.

    Posted on Wednesday, March 14, 2012 at 6:04pm
  10. I thought the UK already had marriage equality on the books?

    Posted on Wednesday, March 14, 2012 at 6:10pm
  11. The current PM David Cameron is planning to introduce it (to the dismay of a large part of his party as he is conservative) and its tabled for later this year I think. We have civil unions already.

    Posted on Wednesday, March 14, 2012 at 6:39pm
  12. Love!!!

    Posted on Wednesday, March 14, 2012 at 6:42pm
  13. but isn’t Ben and Jerry already a gay couple’s brand?

    Posted on Wednesday, March 14, 2012 at 6:43pm
  14. Love those guys!

    Posted on Wednesday, March 14, 2012 at 7:01pm
  15. I really wanna try this. o.o

    Posted on Wednesday, March 14, 2012 at 7:03pm
  16. If I’dd know about this before I went food shopping earlier today I would have bought it — that’s so awesome!!!!!!

    Posted on Wednesday, March 14, 2012 at 8:55pm
  17. Yummy that looks yum and good for them! <3

    Posted on Wednesday, March 14, 2012 at 11:26pm