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.
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.”
