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The Boston Globe

Business

Ben & Jerry’s renames ice cream flavor to support gay marriage in the UK

Ben & Jerry’s Homemade Inc., a Vermont company known for quirky ice cream flavors and a social agenda, is noting on its British website that it has renamed an old flavor “Apple-y Ever After!” to show support for gay marriage.

According to the post on Ben & Jerry’s UK website, the move comes as the British government debates whether to legalize same-sex marriage.

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Several years ago, the company did something similar when gay marriage legislation was being debated in Vermont. In that case, the company renamed its “Chubby Hubby” flavor “Hubby Hubby,” the post on the UK website said.

As for Britain, the company said it has partnered with the gay rights organization Stonewall to “raise awareness about the importance of marriage equality by renaming our Apple Pie flavour, Apple-y Ever After!”

The website also urges British consumers to write to their members of Parliament and try to convince them that “it’s time to say ‘I do’ to same sex marriage!”

Chris Reidy can be reached at reidy@globe.com.

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