HelloFresh Draws Backlash Over Pride Post and 'BOTTOMSUP' Code
Updated
Updated · Fox News · Jun 8
HelloFresh Draws Backlash Over Pride Post and 'BOTTOMSUP' Code
3 articles · Updated · Fox News · Jun 8
Summary
HelloFresh came under online fire after an Instagram Pride Month post promoted high-fiber meals for people "prepping," a joke many users read as a sexual reference.
The backlash intensified when the company replied to a commenter asking for a Pride discount with the code "BOTTOMSUP," prompting critics to accuse the brand of pushing explicit content through corporate activism.
X users and conservative advocacy figures said the post was inappropriate and tone-deaf, with some arguing it clashed with high grocery prices and led them to cancel subscriptions.
The dispute lands amid broader scrutiny of corporate Pride messaging, as companies face sharper public blowback over how they tie social causes to marketing.