A meal-kit delivery brand is drawing fire over a Pride Month social media post that critics read as a nod to gay sex.

HelloFresh published the message on Instagram this week. “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 company wrote in the post.

The language pointed to anal sex and the bodily preparation tied to it, according to the Daily Wire. (RELATED: ROOKE: America’s Becoming Less Gay Just As Prominent Mayor Declares Her City The ‘Gayest’ In World)

HelloFresh then leaned harder into the theme. After a commenter floated the promo code “BOTTOMSUP,” the brand replied, “Use code BOTTOMSUP for a Pride Month discount 🏳️‍🌈 @yourguymattyry you ask we deliver. Literally,” according to the company’s Instagram reply.

The post pulled in roughly 100,000 likes and split viewers between applause and disgust. Some users argued the opening line could harm people battling eating disorders, pointing to the suggestion that food takes a back seat during June, according to syracuse.com.

HelloFresh is not the first brand to test this territory. Postmates rolled out a “bottom-friendly” menu for Pride in 2022, according to syracuse.com.

HelloFresh delivers pre-portioned ingredients and step-by-step recipes to customers’ doors, according to its website. The company has weathered scrutiny before. Commenters resurfaced a 2024 Department of Labor finding that migrant children worked at one of its facilities. HelloFresh blamed a third-party staffing firm, Midway Staffing, ended that contract and cited a zero-tolerance child labor policy, according to syracuse.com.