Ben & Jerry's Isn't Kidding With Schweddy Balls Release

Proving, once again, they've got a sense of humor, the marketing wags at Ben & Jerry's are rolling out a limited edition ice-cream flavor in the US: Schweddy Balls, named for a punning 2007 Saturday Night Live skit featuring Alec Baldwin as Pete Schweddy, a guest on a fictitious NPR radio show called "Delicious Dish."

A trending topic on Twitter today after NPR featured the custom flavor, the brand had to convince its Twitter followers that it wasn't a joke. The flavor is described as: "Available in both pints and Scoop Shops, this flavor is Fair Trade vanilla ice cream with a hint of rum and is loaded with fudge covered rum and milk chocolate malt balls. It’s never too early to start celebrating the holiday season!!"

"The name is irreverent," Ben & Jerry's spokesman Sean Greenwood commented to TIME about the stunt flavor, a co-branding deal with SNL producer Lorne Michaels' Broadway Video Enterprises. "But we've always been about having some irreverence and having some fun ... We're not trying to offend people. Our fans get the humor."

Baldwin, the co-star of NBC's 30 Rock who's hosting the Sept. 24 season premiere of SNL, stated in a press release: "For a long time, I thought that ‘Here Lies Pete Schweddy' would end up on my tombstone. Now, thanks to Ben & Jerry's, the goodness of the Schweddy family recipe won't go with me to the great beyond. It is immortalized here, right now, and it's an ice cream. Ben & Jerry's and Schweddy. Two great names in American dessert, together at last.”