"This March as the UK government debates whether to legalise same sex marriage, we've partnered with gay rights organisation, Stonewall, to raise awareness about the importance of marriage equality by renaming our Apple Pie flavour, Apple-y Ever After!"
Good for them. Hurrah!
An excited Stephen Gray at Pink News writes; "tubs will feature a gay couple atop a wedding cake decorated with rainbows."
You can see why he might have thought this, BJs sent out the above graphic of just such a tub.
I was intrigued by a bit of small print hidden away on on Ben & Jerry's website - click on Q&As here.
Will "Apple-y Ever After" be available as an actual pint?
What on Jupiter does that mean?
Surely they don't mean they haven't actually renamed the apple pie flavour?
So I rang the press office and checked if you can actually buy Apple-y Ever After in tubs in the shops.
"No. It's just in the Scoop Shops."
Ah, those funny things in multiplex cinema foyers.
So they come in a cute little tub with a gay couple on?
"No, in a cone."
So that's what "symbolically" means - it doesn't really exist.
Thanks for erm... nothing.
Update: Gay Star News were a bit late with this, as per; "There's nothing more romantic than sharing a tub of Ben & Jerry's ice cream with the one you love and now your next scoop could help make gay marriage a reality in the UK..." Oh crap!