HelloFresh is encountering significant online backlash following a social media post for Pride Month that included sexual humor. Many users accused the meal kit company of pushing inappropriate content disguised as marketing.
The controversy began when the company suggested that high-fiber meals could assist customers in “preparing” for Pride Month festivities. Critics argued that this was an improper sexual reference, while some supporters found humor in the post.
On Friday, HelloFresh posted on Instagram, stating, “We know that eating isn’t necessarily your top priority this month, and we respect that. But for those of you who are…prepping…we have a huge selection of fiber-rich recipes. Happy Pride.”
Reactions varied; one user commented “Unhinged” with a laughing emoji, while another asked for a discount code for Pride Month, suggesting it should be “BOTTOMSUP.” HelloFresh humorously replied, “Use code BOTTOMSUP for your Pride Month discount.”
Some users expressed gratitude, with comments like, “Thank you so much for the support and service,” and “This is what happens when brands trust their marketing team. Great job.”
Not everyone was amused, however. A comedian commented on the nature of dietary fiber, joking about its mysterious benefits, while others took to X to share their feelings. One user pointed out that, although they understood the intent, it felt inappropriate given current economic struggles.
Another user criticized HelloFresh, calling the company’s post “disgusting and perverted.” Yet another shared disbelief at the post, thinking it might be a parody before discovering it was genuine. They expressed shock at HelloFresh linking their product to “rectal cleaning” during Pride Month.
Wade Miller, from the Center for Renewing America, shared his disapproval, writing, “Interesting choice by @HelloFresh. They took a further step in linking their food to human anatomy. A bold strategy. I canceled my subscription.”
A self-identified lesbian named Annie O’Brien conveyed her frustration with corporate and activist pride, calling out HelloFresh for its approach to celebrating Pride Month with jokes about anal sex preparation. “Inclusion! Wow!” she added, alongside an eye-roll emoji.
Fox News Digital has reached out to HelloFresh for comments but has yet to receive a response.
