While bishops unite to bash gay marriage, Ben & Jerry's is offering an altogether more tasty form of support with their flavour- 'Apple-y ever after'.
The ice cream makers have clubbed together with gay rights charity Stonewall to campaign for marriage equality in Britain, renaming 'Oh! My! Apple Pie!' 'Apple-y ever after' in support of plans, which the government will consult upon next week, to legalise gay marriage.
Ben & Jerry's are also using Facebook and twitter to try and lobby support to give homosexuals the right to get married.
Stonewall's deputy CEO Laura Doughty said they were "moved" by their support for gay marriage. "All people want is to call their long-term relationship by the same name as everyone else. Our strong advice to those who disapprove of same-sex marriage is just not to get married to some-one of the same sex."
Ben & Jerry's campaign follows a similar move in America where they renamed flavour 'Chubby Hubby' to 'Hubby Hubby' to celebrate gay marriage being legalised in Vermont in 2009.
On Sunday Tony Blair, who has converted to Catholicism, came out in favour of gay marriage with the former prime minister telling friends he "strongly supports" the plans.
Prime Minister David Cameron has said he supports gay marriage because, not in spite of, the fact he is a Conservative.