Since President Donald Trump came back into office for his second term, we’ve seen much of the obnoxiousness of the LGBTQUGH crowd retreat. Companies like Bud Light learned the hard way that you don’t go full rainbow, and many of the celebrations are paring down.
Back in February, I wrote about how guests at Walt Disney World and Universal Orlando wouldn’t have to put up with GayDays this year, and the organization behind it (the resorts don’t officially sanction it) cited “changes to our host hotel agreement, the loss of key sponsorship support, and broader challenges currently impacting LGBTQIA+ events nationwide” for the “pause” in the annual celebration of all things flamboyant.
Related: Disney Without GayDays? The Pride Machine Shows Its First Cracks.
In April, my colleague Tim O’Brien wrote about how Pride event organizers are scaling back and canceling events. He wrote:
Most normal Americans never asked for that, never liked it, and wanted it to go away. Thanks to the Trump administration, much of that has happened. And so, you may notice that this June across America, you will see far fewer rainbow flags flying, fewer men in leather and dog collars "marching" in public, and perhaps best of all, fewer drag queen events aimed at messing with the minds of young children.
And then there’s HelloFresh. The meal kit company saw the rainbow in retreat and said, “Hold my Bud Light.”
On Thursday, HelloFresh published an Instagram post that celebrated Pride Month, which is one thing in and of itself. But HelloFresh had to make the post as gross as possible with references to a certain type of activity that certain parts of the Pride Cult engage in.
Leon Phelps said it best:
The company further amplified the “joke” by using a suggestive promotional code from a commenter: “Use code BOTTOMSUP for a Pride Month discount,” the company wrote.
The post quickly gained traction online, collecting roughly 100,000 likes on Instagram. Supporters praised the company for the statement, and the gay hookup app Grindr was among the brands that responded approvingly in the comments.
Side note: I tried a meal kit company once, but I can’t remember if it was HelloFresh. There were too many ingredients in the kit that I didn’t care for, and the food didn’t impress me. Your mileage may vary. But I can tell you one thing: If I ever tried meal kits again, I know which company I won’t use.
HelloFresh received some backlash on X:
Wow @HelloFresh @HelloFreshUK could you be any more crude?
— Ess Touvern (@touze31863) June 7, 2026
Fiber?
Prepping?
pride?
It’s not even clever.
It’s just repulsive and unnecessary https://t.co/s8b979etMB
I've had a Hello Fresh discount offer sitting on my counter for two months because I intended to subscribe for postpartum. It would have been a big help in our house. Now I won't. Utterly repulsed. pic.twitter.com/ih8ed5hipI
— Abby Libby (@abbythelibb_) June 7, 2026
Check out this post from X user Joshua Garrison:
I drove for @hellofresh as a contractor. Thousands upon thousands of deliveries out of one of their warehouses.
The audits were run by an upper-management 'boss babe' who walked the floor pushing crystal therapies and demanding pronoun discipline. The employees mumbled the magic words and went home with pitiful paychecks. They could not argue with the woman who decided if they kept the job. That was the culture two years before the ad. The ad is what happens when that culture stops hiding.
HelloFresh does not even keep its own drivers. They ran on temp agencies. When they tried contractors like me, we cost more than the temps, so they cut their own people loose and went back to the cheapest body they could find. The company that will not pay its drivers fairly will pay a marketing team six figures to write this:
"For those of you who are… prepping… we have an extensive lineup of high-fiber recipes available. Happy Pride."
When a commenter floated the code BOTTOMSUP, the company replied with a real discount. "You ask, we deliver. Literally."
A meal-kit company has told you which one of your holes they want you to load their product into and out of. They capitalize on the gays as colons with credit cards. They think suburban moms are too dim to read between the lines. They think you will laugh and let the autopay roll.
This is the same company the Department of Labor caught using migrant children in its facilities in 2024. They blamed a staffing contractor. They always blame the staffing contractor. The company that cannot tell you who packed its food is the one marketing their products to customer [sic] rectums.
@factormeals is HelloFresh. @EveryPlate_ is HelloFresh. @greenchef is HelloFresh.
Same warehouse, same conveyor, same audit lady. Canceling Factor and switching to EveryPlate is moving rooms inside the same burning house. Cancel all of them. Tell them exactly why in the cancellation field. Buy a chicken from a butcher. Plant a tomato in your own garden.
Burn the box. Bury the brand. Build something better.
But that didn’t stop the company from doubling down in a follow-up post on Instagram:
That’s some high-power football-spiking, and somehow HelloFresh remains oblivious to how disgusting the original post was. What makes the whole situation so egregious isn’t that HelloFresh published a Pride Month post; it’s that it went so crass with it and doubled down after the fact. Here’s hoping HelloFresh gets the Bud Light treatment.
