HelloFresh has come under criticism following a social media post for Pride Month that has sparked a debate over its content. Users accused the meal-kit company of promoting explicit content under the guise of supporting corporate activism. The controversy arose after HelloFresh suggested its high-fiber meals may assist those ‘prepping’ for Pride Month activities.
On Instagram, the company wrote, “We know eating isn’t always a top priority this month. We respect that. But for those of you who are … prepping … we have an extensive lineup of high-fiber recipes available. Happy Pride.” Responses to this post varied widely.
Some users praised the humor of the content. One commenter described the post as “Unhinged,” adding laughing emojis. Another asked for a Pride Month discount code, suggesting “BOTTOMSUP,” which HelloFresh acknowledged with a reply: “Use code BOTTOMSUP for a Pride Month discount.” Positive comments continued with another user saying, “I wHOLE heartedly thank you for your support & service,” while someone else observed, “This is what happens when a brand trusts its marketing team. Excellent work.” Comedian Seth Lowery added humor, expressing, “Fiber is such a mystery, bc it helps people get their gut in order and also helps people get their guts rearranged.”
However, criticism of the post also gained traction. On X, users expressed concern over the implications of HelloFresh’s messaging during a time when grocery prices are high. One user questioned, “I know what they’re getting at but this is still a WILD thing to say when groceries are at an all-time high and people are being forced to starve.” Other criticisms emerged, with an X user sharing screenshots of various companies’ Pride Month posts and calling HelloFresh’s post “sick and twisted.” Another post read, “I thought there was no way this was real … it had to be parody … so I looked it up myself. It’s real. @HelloFresh are advertising their product as being good for clearing out your rectum in preparation for anal sex during Pride Month. I’m so done with this timeline.” Wade Miller, Center for Renewing America executive director, echoed these sentiments, describing the post as an “interesting choice,” and asserting, “It wasn’t enough for them to merely celebrate Pride Month, they went the extra mile in associating their food with human a–holes, enemas, and sh–. Bold strategy. Unsubscribed.”
A self-described lesbian on X, Ani O’Brien, expressed frustration, stating, “As a lesbian, I am so tired of this nonsense. I am tired of corporate Pride and activist Pride. This week HelloFresh decided that the best way to celebrate Pride Month was to post jokes about preparing for anal sex and offering high-fibre recipes to help people ‘prep.’ They then doubled down with a discount code called BOTTOMSUP. Inclusion! WOO!”
Fox News Digital reached out to HelloFresh for comment, but as of the article publication, the company had yet to respond.