(Molly Bruns, Headline USA) In an attempt to commemorate the new federal holiday for Juneteenth, Walmart started stocking freezers with a rebranded version of a popular ice cream flavor.
They really tried it with this mess. pic.twitter.com/3Bonc50TRc
— A is for Afro (@Amberisms_) May 23, 2022
According to CNN, it was not received well.
The company is now apologizing for selling “Celebration Edition: Juneteenth Ice Cream,” under its off-brand Great Value label.
The marketing campaign also encouraged consumers to “share and celebrate African-American culture, emancipation and enduring hope.”
The branding—showing a green, red, and yellow flag resembling that of African countries, and black hands raised up in celebration—caused backlash on social media.
“Juneteenth holiday marks a celebration of freedom and independence,” a Walmart spokesperson said in a statement.
“However, we received feedback that a few items caused concern for some of our customers and we sincerely apologize,”it continued. “We are reviewing our assortment and will remove items as appropriate.”
Other Juneteenth-themed items included paper plates and beer koozies.
After Congress declared the informal celebration as an official holiday last year, naysayers warned that the designation had all the halmarks of a black-exploitation attempt by virtue-signaling white elites, woke corporations and pandering politicians.
Much of the feedback on Twitter accused Walmart of copying the red velvet cheesecake flavor from black owned ice cream company Creamalicious.
Walmart literally saw a successful small Black business and thought they could get away with stealing their flavor and re-branding it for Juneteenth.
Anyways, Creamalicious is available at Target. pic.twitter.com/y3DyzpYtGv
— A is for Afro (@Amberisms_) May 23, 2022
Many also accused Walmart of “appropriation” and “commercial blackface.”
It’s the commercial blackface for me.
— Tech TAM (@TheTechTam) May 24, 2022
@Walmart LEAVE US ALONE! If you can’t just promote black owned businesses for this holiday, don’t even worry about!
— GrownWomanStatus (@HedesireMF) May 23, 2022
So red velvet cake and cheesecake are the official desserts of the Black Delegation, huh? When did I miss the vote? Who do I give my card to because I don’t like it? pic.twitter.com/2gz72gNRFc
— Jenaia (@JenaiaToYou) May 24, 2022
I’ve been waitin on who was gonna be the first to market JuneTeenth.Aaaannd now its starts
— Barryb (@2BrKNOT) May 23, 2022
It is unclear whether only black people and businesses can sell Juneteenth-related merchandise, or if Walmart’s branding crossed the line for political activists.
