March 14, 2012 (LifeSiteNews.com) - As the UK Government moves in the direction of legalizing same-sex “marriage,” Ben & Jerry’s Ice Cream has launched a lobbying campaign in support of the move that includes re-naming one of their ice cream flavors.

British Equalities Minister Lynne Featherstone announced last September that the government was committed to legalizing same sex “marriage” by 2015, and would launch a consultation regarding the issue this spring.

In anticipation of the consultation, which will begin later this month, Ben & Jerry’s announced yesterday that the flavor “Oh! My! Apple Pie!” will be called “Apple-y Ever After” in England. Its re-designed tub features a wedding cake decorated with rainbow stripes and topped with two groom figures.

“Since our humble beginning 34 years ago, Ben & Jerry’s has been an advocate for equal rights,” said a statement on the company’s website about the change. “We were one of the first companies in the US back in 1993 that widened our health & employment benefits umbrella to recognize unmarried domestic partners regardless of their sexual orientation.”

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The flavor change is only one part of an-all out campaign in support of re-defining marriage in England. The company is urging customers to contact their local member of Parliament, and has even posted contact information and a form letter on their website.

The suggested letter to members of Parliament urges the government to provide “equal access to marriage,” and calls the up-coming consultation an opportunity to bring British law “up to date with the society which we live in.”

Customers who visit the site are also encouraged to “marry” someone of the same sex through a new Facebook App which the company has launched in partnership with the gay rights group Stonewall.

The app is featured prominently on the Ben & Jerry UK Facebook page, and participants are promised “a chance of scooping a tub of your favourite flavour.”

While the campaign might mark the company’s most aggressive effort to re-define marriage, it’s not the first time that the notoriously left-wing ice cream giant has re-named one of its flavors in support of the gay agenda. Its “Chubby Hubby” flavor temporarily became “Hubby Hubby” in Vermont to celebrate the state’s legalization of gay “marriage” in 2009.

Ben & Jerry Ice Cream is also on the Life Decision International boycott list for its support of Planned Parenthood.