Beginning today, a Vermont law recognizing gay marriage goes into effect — 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, 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"?