HelloFresh's Pride promotion leaves people very divided

Meal prep subscription service HelloFresh is facing backlash after publishing its eyebrow-raising Pride campaign alluding to anal sex, but some claim they are ‘not mad about’ its bold allyship stance.

Pride Month, annually celebrated in June to coincide with the anniversary of the 1969 Stonewall uprising, often sees an influx of brands worldwide, including food and drink purveyors, pledging their support and amplifying the voices of the LGBTQIA+ community.

Last week, HelloFresh shared an official statement on Pride Month 2026, claiming they understand that ‘eating’ isn’t always a ‘top priority’ for those celebrating in June.

“We respect that. But for those of you who are… prepping… we have an extensive lineup of high-fibre recipes available,” a promotional post read. “Happy Pride.”

The statement, which subtly refers to analingus and typical preparation methods that gay men are likely to pursue, such as doucheing, was followed by an Instagram comment.

HelloFresh's Pride Month statement has divided users (Instagram/@hellofresh)

“Use code BOTTOMSUP for a Pride Month discount @yourguymattry you ask we deliver. Literally.”

The German firm’s tongue-in-cheek post has divided the internet, with DailyWire writing that the advert is 'repulsive' and ‘sickening’ and an attempt to ‘roll back the clock to a much more explicit era of Pride’.

Meanwhile, online magazine Queerty commented: “HelloFresh coming out as hot-blooded allies of the — checks notes — bottoming community was not on my 2026 Pride Month Bingo card, but I have to say, I’m not mad about it.”

Instagram and X users are also seemingly divided, with one remarking that HelloFresh is only thinking of ‘gay men’ when it comes to Pride month.

“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,” one opined.

Another argued that the meal kit service’s statement was tone-deaf, given that grocery prices are rising in both Britain and the United States.

“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,” they said.

Others have praised the company, with one Instagram user typing: “ wHOLE heartedly thank you for your support & service.”

People have been debating the subscription services' post on social media (Daniel Acker/Bloomberg via Getty Images)

“That’s it. Renews hello fresh meal subscription,” someone else responded.

A third said: “Hi, I work as a marketing manager and I just wanted to say that whoever plans our your content and campaigns is a genius and deserves a raise. They have made your brand unforgettable. Thanks for being the comedic icon the world needs right now."

In a statement to FOODbible, a spokeswoman for HelloFresh said: "HelloFresh is all about home cooking, global flavors, and high-quality nutrition.

"We love celebrating our diverse community, and we believe our social channels should be fun, cheeky, and entertaining. The HelloFresh US team's Pride Month post was a lighthearted, tongue-in-cheek nod to a familiar conversation within the LGBTQ+ community. We remain committed to keeping mealtime fun, inclusive, and tailored to everyone's lifestyle."

The HelloFresh Pride-positive campaign comes amid news that the food delivery service was planning on closing its distribution centre in Oxfordshire.

The BBC reported that employees at the Banbury site - known as the Granary - have been informed that its operations focus will turn to its ‘more technologically advanced site’ in Derby.

The subscription service announced it was shutting down one of its distribution sites (John Keeble/Getty Images)

It’s understood that around 270 people are employed at the Banbury site.

In a statement, the business said: “We have made the difficult decision to propose to close our Banbury site, subject to consultation.

"After an extensive review of our operations, our initial proposal is that consolidating to a single, more technologically advanced site is the right course of action to ensure the long-term viability and efficiency of the business.

"Our Windmill site [in Derby] is equipped with technology that enables greater operational complexity and delivers an expanding menu with flexible ingredient options.”

Employees at the Banbury site are said to be being ‘prioritised’ to fill suitable roles elsewhere in the company.

HelloFresh added that the proposed closure is not a ‘reflection of the local teams’ performance’ and that tehy are ‘grateful for all their hard work and commitment to date’.

In a statement to FOODbible, the company said: "We have made the difficult decision to propose to close our Banbury site, subject to consultation.

"After an extensive review of our operations, our initial proposal is that consolidating to a single, more technologically advanced site is the right course of action to ensure the long-term viability and efficiency of the business."

The spokesperson said that the Windmill site in Derby is 'equipped with technology that enables greater operational complexity and delivers an expanding menu with flexible ingredient options'.

"These capabilities require a single, centralised footprint to operate efficiently," they continued.

"We will now enter a period of consultation with our employees on our proposal and to consider all reasonable alternatives. Our focus will be on supporting affected employees, including exploring redeployment opportunities."

The spokesperson added: "The proposed closure of the facility is not a reflection of the local teams’ performance and we are grateful for all their hard work and commitment to date."