'BOTTOMS UP': Hello Fresh promotes 'prepping' for anal sex in disturbing social media post

The Meal kit company HelloFresh faced criticism after a Pride Month social media post that promoted high-fiber meals for those who are “prepping” for anal sex.

In a post on Instagram marking the start of Pride Month, the company shared a graphic labeled “official statement” that read: “We know eating isn’t always a top priority this month. We respect that. But for those of you who are… prepping… we have an extensive lineup of high-fiber recipes available. Happy Pride.”

The post also included a promotional code, “BOTTOMSUP” for a Pride Month discount after another user suggested it. The company even responded to a comment from the homosexual dating app Grindr with the message, “We’re feeling a little XTRA this month.”

The tone of the post prompted criticism from some users, who said the company’s references were extremely inappropriate. One user called the message “sick and twisted,” while others objected to the overt sexual framing in the promotion. 

Hello Fresh, however, appeared to double down, posting another graphic that included screenshots of the comment that suggested the discount code, saying, “the comments cooked.”

The condemnation of the post also sparked renewed scrutiny over past controversies involving the company, including a 2024 Department of Labor investigation that alleged migrant children were working at one of the company’s cooking and packaging facilities. The company previously said it contracted a third-party staffing agency responsible for hiring and maintained a “zero tolerance” policy for child labor.