HelloFresh Faces Backlash Over Pride Month Social Media Post

HelloFresh encountered online backlash after a Pride Month social media post. Users criticized the meal-kit company for promoting explicit content under the guise of corporate activism.

The controversy began when the company suggested its high-fiber meals might be helpful for customers preparing for Pride Month festivities. This prompted critics to accuse the brand of making inappropriate sexual references, while some supporters praised the post’s humor.

In a post on Instagram, the company 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.”

Responses to the post were mixed. One user commented “Unhinged,” accompanied by laughing emojis. Another commenter suggested a Pride month discount code, naming it “BOTTOMSUP.” HelloFresh responded positively, offering the discount.

Comedian Seth Lowery added, “Fiber is such a mystery, bc it helps people get their gut in order and also helps people get their guts rearranged.”

Meanwhile, a decline in Fortune 500 companies submitting diversity, equity, and inclusion policies was noted in the 2026 Corporate Equality Index report by the Human Rights Campaign.

Reactions also poured in on X, with a user writing, “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 user called the post “sick and twisted.”

“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 s*x during Pride Month. I’m so done with this timeline.”

Wade Miller, executive director of the Center for Renewing America, shared similar sentiments, stating, “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 user identified as Ani O’Brien shared frustrations as a lesbian, 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 did not immediately receive a response. Story tips can be provided to reporter Rachel del Guidice at [email protected].