POPSUGAR Celebrity

Ben & Jerry's Renames Flavor in Honor of Gay Marriage

Sep 1 2009 - 11:45am

Beginning today, a Vermont law recognizing gay marriage goes into effect [1] — and, to celebrate, ice cream company Ben & Jerry's is renaming popular seller "Chubby Hubby." The new name? "Hubby Hubby."

While Ben & Jerry's isn't changing the labels on "Chubby Hubby" pints sold in stores — revising product labels takes 18 months — a wedding-themed truck will hand out free "Hubby Hubby" ice cream across the state today, including at the Vermont capitol. The creamery's six in-state ice cream parlors will also sell limited-edition "Hubby Hubby" sundaes during the month of September.

Still, the company, which has been known to rename its ice cream flavors after liberal causes [2], hasn't ruled out the idea of retailing "Hubby Hubby" in the future. “The legalization of marriage for gay and lesbian couples in Vermont is certainly a step in the right direction, and something worth celebrating with peace, love — and plenty of ice cream,” Ben & Jerry’s CEO explained.


What do you think of yet another Ben & Jerry's political move? If you're motivated to buy products for reasons other than taste, would you be more likely to buy a pint if it were renamed "Hubby Hubby"?

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