Ben & Jerry's ice cream is marking the legalization of same-sex marriage in Vermont by changing the name of its "Chubby Hubby" flavor to "Hubby Hubby" for the month of September.
The company said the move is aimed at raising awareness and showing its support for marriage equality in the hopes that other states will follow suit.
"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," said CEO Walt Freese. "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."
But gay marriage opponents aren't so fond of the flavor makeover.
"It’s a bad idea, especially because I think they’re just doing it to rub it in that Vermont has legalized gay marriage," Brian Camenker of MassResistance.org told the Boston Herald.
Ben & Jerry's will serve "Hubby Hubby" sundaes in Vermont Scoop Shops throughout the month.
The company has no plans to change the labels on "Chubby Hubby" pints sold in stores but hasn't ruled that out for the future, the Boston Herald reported.