HelloFresh encountered significant online backlash due to a controversial social media post tied to Pride Month. Many users criticized the meal-kit company, accusing it of promoting explicit content under the guise of corporate activism. The issue arose after HelloFresh suggested that its high-fiber meals could help those ‘prepping’ for Pride Month festivities. Critics saw this as an inappropriate sexual implication, while some praised the humor. In its Instagram post on Friday, HelloFresh stated, ‘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.’
Positive reactions also emerged, with one user commenting ‘Unhinged,’ accompanied by laughing emojis. Another suggested a ‘Pride month discount code’ named ‘BOTTOMSUP.’ In response, HelloFresh confirmed, ‘Use code BOTTOMSUP for a Pride Month discount.’ Additional positive remarks included one user expressing gratitude, ‘I wHOLE heartedly thank you for your support & service,’ and another adding, ‘This is what happens when a brand trusts its marketing team. Excellent work.’ Comedian Seth Lowery weighed in humorously with, ‘Fiber is such a mystery, bc it helps people get their gut in order and also helps people get their guts rearranged.’
However, on X (formerly Twitter), responses varied. One user mentioned, ‘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.’ Another criticized the post as ‘sick and twisted’ in comparison to similar Pride Month promotions. A more skeptical user on X remarked, ‘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, executive director of Center for Renewing America, expressed disapproval by saying, ‘Interesting choice by @HelloFresh. 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-identified lesbian on X, Ani O’Brien, shared her frustration: ‘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-fiber recipes to help people ‘prep.’ They then doubled down with a discount code called BOTTOMSUP. Inclusion! WOO!’ followed by an eye-roll emoji.
Fox News Digital attempted to reach HelloFresh for comments but did not receive a prompt response. The story was covered by reporter Rachel del Guidice for Fox News Digital.