As Juneteenth gains national recognition in the U.S., major retailers have attempted special-themed treats. This year, Kroger released watermelon-inspired cookie cakes for Juneteenth—but they backfired spectacularly, sparking backlash over tone-deaf design and lack of cultural awareness.
1. What Sparked the Outrage
A viral TikTok by user @blaq.monalisa from an Atlanta Kroger gained millions of views after she criticized the Juneteenth cookie cakes as “unacceptable.”
They featured simplistic icing phrases like “June 19 FREE,” “Free,” or even “Free @ Last,” a phrase tied to the "I Have a Dream" speech by Martin Luther King Jr.
The decorations were crude and clearly inferior to other bakery offerings, which only deepened the disappointment when displayed side by side.
2. A Customer’s Frustration
Social media, especially TikTok, amplified the critique. Comments included:
“Free @ last is just insane.”
“It’s giving ‘here, damn.’”
One user remarked on Reddit:
“That seems more like something for a post divorce cake.”
Across platforms, many questioned Kroger’s sincerity and cultural competence in honoring such a significant holiday.
3. Kroger Responds and Removes the Cakes
Following the social media uproar, Kroger removed the Juneteenth cakes entirely. A spokesperson told The Mary Sue that the products “were inconsistent with our provided guidance and not of the quality we expect,” and they’ve addressed the issue with the store team.
4. The Broader Context
Kroger isn’t alone in facing criticism for Juneteenth merchandise. In 2022, Walmart launched Juneteenth-themed ice cream and Target offered watermelon-themed cakes—both criticized for profiting from cultural observances without sensitivity or context.
Experts warn that failing to include meaningful historical context can perpetuate stereotypes and offend the communities the holiday is meant to uplift.
5. What This Means for Retail and Cultural Respect
Analysts view these incidents as wake-up calls. Cultural celebrations aren’t just marketing opportunities—they require authenticity, research, and respectful partnerships.
Retailers that invest in cultural competence and collaborate with community creators can both honor traditions and earn trust. Conversely, haphazard efforts risk backlash, damage to reputation, and declining consumer confidence .
Final Slice
Kroger’s juvenile attempt at a Juneteenth watermelon cookie cake reveals that genuine celebration demands more than thematic colors or puns.
It requires thoughtful execution—especially for holidays rooted in deep historical and cultural meaning. The takeaway? Brands must pair intention with care, or risk turning celebration into controversy.
Let me know if you'd like tips on celebrating Juneteenth with more meaningful traditions, or examples of respectful and creative ways to honor this important day.
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