US-based ice cream maker Ben & Jerry's has reportedly declared its support for gay marriage in Britain; one of the measures in this regard is the re-labelling of one of their flavours.

According to a report in the San Francisco Chronicle, the company has re-named an apple pie-based ice cream as "Apple-y Ever After". The Press Association states the Vermont-based subsidiary of the global food and cosmetics conglomerate Unilever is issuing the newly-labelled ice cream in the United Kingdom, where the government plans to legalise gay marriage and has begun public consultation before introducing legislations.

"The point is to raise awareness around same-sex marriage issues. We've been an activist brand really since our inception in 1978. We've stuck up for social justice issues in the past, and it's something we'll continue to do going forward. Marriage should just be defined by love and commitment," company spokeswoman Liz Stewart was quoted as saying by Wales Online.