Ben & Jerry’s is celebrating the legalisation of gay marriage in Vermont by renaming its ice cream Chubby Hubby to Hubby Hubby for one month.
The dessert giant has teamed up with Freedom to Marry, an equal rights group, to launch the new branding.
Hubby Hubby will be available across Vermont in Ben & Jerry’s parlours but Chubby Hubby tubs will not be officially renamed across the US. If this were to take place, the process would take the company another 18 months to revise and finalise.
A Ben and Jerry’s wedding truck will cross Vermont, from which free Hubby Hubby will be handed out to the public.
Speaking about the motive for the name change, Walt Freese, chief executive officer of Ben & Jerry’s said: “At the core of Ben & Jerry’s values we believe that social justice can and should be something that every human being is entitled to. From the very beginning of our 30-year history, we have supported equal rights for all people.”