![HelloFresh is a subscription-based meal kit service, pre-portioned, fresh ingredients and curated recipes delivered directly to homes. | [Getty Images]](/cdn-cgi/image/onerror=redirect,width=640,height=640,format=webp/https://storage.googleapis.com/uploads.mongoosehq.com/url/media/143098174/1367e68b38396759ce8f4813f804e0711905a6595a73da141de3193a2c5de39f)
Overview
- HelloFresh posted an Instagram Pride message promoting high-fiber recipes with wording many readers interpreted as referencing preparation for anal sex.
- The company replied to a user-suggested promo code with “BOTTOMSUP” and then shared a follow-up graphic highlighting the comment, which many saw as doubling down on the joke.
- The post drew heavy engagement, reportedly around 100,000 likes, and split reactions between strong support from some users and brands like Grindr and sharp criticism from others.
- Several social-media users said the messaging convinced them to cancel or avoid HelloFresh, and critics used the episode to revisit a 2024 Department of Labor inquiry into alleged child labor at a contracted facility.
- The company has not issued a substantive public statement beyond its Instagram replies, raising questions about reputational risk as brands experiment with more explicit Pride marketing.