Popular ice cream maker Ben & Jerry’s has launched new packaging for one of its flavours to support same-sex marriage in Britain.

The company has renamed its ‘Apple Pie’ flavour to ‘Apple-y Ever After’ and included a cartoon picture of a gay couple on a wedding cake on the packaging. The product will only be available in the U.K.

Ben & Jerry’s also launched a new Facebook app asking users to ‘marry’ someone of the same sex and a mini-site to promote Apple-y Ever After and its campaign supporting equal marriage rights.

“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,” said Ilaria Ida, Ben & Jerry’s European Social Mission Manager.

The company initiated the campaign in consultation with LGBT rights group Stonewall, which is campaigning to legalise same-sex marriage in Britain.

“We’re truly moved by Ben and Jerry’s support for equal marriage in Britain,” commented Stonewall Deputy Chief Executive Laura Doughty. “All people want is to call their long-term relationship by the same name as everyone else.”

The British government is expected to shortly announce plans for a consultative process on how to ensure full marriage equality. Currently, same-sex couples can register their relationships as civil partnerships but not as marriage.

In 2009, Ben & Jerry’s renamed its ‘Chubby Hubby’ flavour of ice-cream to ‘Hubby Hubby’ to celebrate the legalisation of same-sex marriage in the U.S. state of Vermont.

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