Business HelloFresh’s ‘unhinged’ Pride month post divides the internet: - ‘Sick and twisted’

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Published: Jun. 07, 2026, 7:00 a.m.
Kelly Corbett | kcorbett@syracuse.com

HelloFresh decided to get a little bold with its latest marketing for Pride Month, and it’s fair to say the reaction has been a mixed bag.

On Friday, the meal kit company posted a statement on Instagram that read: 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."

The post was clearly a cheeky reference to how gay men often prepare for sexual activity.
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On Instagram, many fans were all for the brand’s creative approach. The comment section was filled with praise, with one person writing, “This is what happens when a brand trusts its marketing team. Excellent work.”

Another said: “I wHOLE heartedly thank you for your support & service.”

One comment simply read, “Unhinged” followed by a string of laughing emojis.

One fan even saw an opportunity and asked, “How about a Pride month discount code??”, suggesting the code be “BOTTOMSUP.” HelloFresh quickly jumped on the idea, replying, “Use code BOTTOMSUP for a Pride Month discount.” However, they didn’t specify exactly how much customers would save.

Hello Fresh’s Pride statement also made its way to X (formerly Twitter), where the reception wasn’t as positive.

“This is really fun and i mean no disrespect at all but it does feel like a huge example of how most corporations only think of gay men when it comes to pride month,” opined one person.

Another user wrote: “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.”

A third person shared a post with screenshots of different companies’ Pride month posts, writing “the hello fresh one is actually sick and twisted.”

 
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Knew someone who either had hello fresh or some other meal prep thing.
Its just paying double for what a meal would cost. Its for indecisive people who can't Google recipes
 
Why is there any outrage? That's what this boils down to. Being gay is about getting your ass blown out. If you want to celebrate gayness, it's going to bring attention to getting the backdoor slammed off its hinges. It's a sexual paraphilia.

It's like if you made a month about niggas who like feet, then you get outraged when Sketchers puts out an ad saying "You won't need us this month".
 
In a roundabout way I actually approve of this. Maybe it's worth reminding the kind of people who bring their kids to pride parades, buy them picture books about Harvey Milk, etc. that this is fundamentally a movement about sex stuff.

What I think actually rubs me the wrong way about "corporate pride" so much is how non-sexual it all is. Because it's dishonest. The essence of being gay is anal sex. As a society, we're spending an inordinate amount of time discussing the rights of people to take it up the arse.

So I actually like people being reminded that this is what we're actually talking about. If all corporate pride messaging were this candid and unsanitized, maybe suburban moms wouldn't be so quick to put up pride flags.
 
Do you get an expensive medication sharply discounted by your insurance provider for your degenerate behavior? Maybe spend some of that money you saved on mail order food! If you're a soy faggot in the bedroom, we bet you're a soy faggot in the kitchen too~
 
Ah yes, talking about degenerate gross faggot buttsex, something every food distribution business ought to do during Pride Month!
I can see no way this might backfire.

What are the chances of this becoming another Bud Light situation?
That had a dedicated pre-existing audience of people... unresponsive to Pride Propaganda. This company seems to be preaching to the choir, though, who the fuck orders meal kits except corpo ivory tower fart-huffers and people who spend money earned by others.
 
Which PR retard tried to combine the concepts of "Here's something that will help you take a stranger's cock up the same holes where you take a dump out of!" with "Appetizing meals for people who never learned to cook!" and thought it was a good idea?

Literally the only reason i can think how this would be a good idea is that they found out their clientele are mostly people who never knew their parents or suffered sexual assault at their hands and therefore cannot form basic life skills (i'm not even talking about DIY'ing, i'm talking about cooking, cleaning and laundry), Which checks out.
 
It is a hyper overpriced soy luxury brand. Their audience is faggots and their enablers.
 
Beautiful Border dijo:
So I actually like people being reminded that this is what we're actually talking about. If all corporate pride messaging were this candid and unsanitized, maybe suburban moms wouldn't be so quick to put up pride flags.
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Never underestimate how motivated against his/her own interests someone afflicted with suicidal empathy is. For many who dethrone God from His rightful place in his heart, "social justice" becomes the greatest good and they will pursue it regardless of the evils begotten by their deeds.
 
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