Photo by Franki Chamaki on Unsplash
Kroger, one of the largest supermarket chains across the United States, has recently come under intense scrutiny after a TikTok video featuring its Juneteenth-themed desserts from an Atlanta location went viral, sparking widespread criticism. The desserts, especially cookie cakes decorated with the phrase “Free @ Last,” a reference to Dr. Martin Luther King Jr.’s famous “I Have a Dream” speech, were widely seen as poorly designed and culturally insensitive. This incident has reignited a broader dialogue about how large corporations approach holidays commemorating Black history and the pitfalls of performative allyship.
The Viral Video That Ignited the Backlash
The controversy began just before Juneteenth, when TikTok user blaq monalisa uploaded a video highlighting the lackluster efforts by her local Kroger bakery to honor the holiday. In her clip, which has since garnered over 12 million views, she expresses disbelief and frustration at the subpar quality of the desserts. “This is some bulls**t,” she says bluntly, contrasting the attention Kroger pays to other holiday desserts with what she perceives as an afterthought for Juneteenth.
The video shows shelves filled with cookie cakes that appear hastily decorated with uneven and off-center lettering. One cake simply read “FREE,” while another carried a seemingly misplaced “Congratulations” sticker. The most widely discussed item, the “Free @ Last” cake, was intended as a tribute but instead was viewed by many as trivializing a significant cultural moment.
Social Media Reacts With Outrage and Sarcasm
The response across social media platforms was swift and overwhelmingly negative. Thousands of people voiced their disappointment, frustration, and disbelief. Many argued that Kroger would have been better off ignoring the holiday entirely than releasing what they considered lazy and disrespectful products.
One commentator quipped that the cakes resembled “welcome home” treats for inmates, while others called the effort “diabolical” or “insulting.” Many highlighted the fact that Juneteenth marks a solemn occasion commemorating the end of slavery in America, making the lack of thoughtfulness in these desserts all the more egregious.
This episode is not an isolated one. Over recent years, corporations have repeatedly faced criticism for their mishandling of Juneteenth celebrations. For example, Walmart drew backlash for selling Juneteenth-themed ice cream and watermelon-flavored cakes, which many felt perpetuated harmful stereotypes and failed to show genuine respect for the holiday.
The Historical Significance of Juneteenth
Understanding why this controversy struck a nerve requires recognizing the deep importance of Juneteenth. The holiday commemorates June 19, 1865, when Union soldiers arrived in Galveston, Texas, to announce the emancipation of enslaved Black people—over two years after President Abraham Lincoln signed the Emancipation Proclamation.
Juneteenth symbolizes both the triumph of freedom and the persistence of racial injustice. For many Black Americans, it is a day of remembrance, reflection, and celebration of resilience. Given this profound significance, corporate gestures honoring Juneteenth demand thoughtful, culturally aware execution rather than superficial marketing.
Kroger’s Official Response
Following the viral video and subsequent uproar, Kroger issued a statement to Fox News acknowledging the problem and distancing the company from the decisions at the store level. A spokesperson said, “The cakes and cookies that were featured in the video were inconsistent with our provided guidance and not of the quality we would expect to see from our stores.”
They confirmed that the products in question had been removed and that the matter was addressed with both the store team and the customer who posted the video. However, many critics felt the statement fell short by not including a direct apology or outlining steps Kroger would take to prevent similar missteps in the future.
Corporate America’s Ongoing Struggle With Cultural Sensitivity
Kroger’s incident is symptomatic of a broader issue: corporations frequently struggle to genuinely engage with culturally significant holidays. Their efforts often fall into performative allyship—a superficial display of solidarity designed more to protect brand image than to meaningfully honor the communities involved.
In 2022, Walmart’s release of Juneteenth ice cream flavor swirled with red velvet and cheesecake sparked backlash and was eventually pulled from shelves. Critics accused the company of commodifying a painful history for profit.
Experts emphasize the difference between acknowledging a holiday and fully understanding its emotional and historical context. Historian Marcus Allen notes, “Brands need to move beyond surface-level gestures and engage in authentic, ongoing relationships with the communities they claim to serve.”
How Could Kroger Have Done Better?
Many voices in the conversation suggest that Kroger’s blunder could have been avoided through more inclusive planning processes. Involving Black employees, cultural consultants, or local community leaders in the creation and approval of Juneteenth displays would likely have produced more thoughtful and respectful results.
Some recommendations include:
- Donating a portion of profits from Juneteenth merchandise to organizations advancing racial justice.
- Highlighting and supporting Black-owned brands and vendors during June.
- Creating educational materials that inform customers about Juneteenth’s history.
- Hosting community events that elevate Black voices and culture.
Such efforts require more time and care than simply decorating cookie cakes with hastily written slogans but have a far greater impact on building trust and showing genuine respect.
The Importance of Authentic Representation
As consumer awareness grows, brands face increasing pressure to go beyond marketing optics. Authenticity and meaningful representation have become non-negotiable. A single misstep, like Kroger’s “Free @ Last” cake, can quickly escalate into a national controversy, damaging credibility.
This reality underscores the importance of diversity in leadership and marketing teams. Authentic celebration of cultural milestones comes from understanding lived experiences, not from last-minute product ideas.
Conclusion: Learning From Mistake
Kroger’s Juneteenth cake controversy serves as a cautionary tale for corporations everywhere. It illustrates how easily good intentions can be undermined by poor execution and the failure to prioritize cultural sensitivity.
The path forward for companies hoping to honor Black history and culture is clear: listen actively, involve community voices, commit to education, and act with genuine respect.
Only then can they hope to transform symbolic gestures into meaningful celebrations that honor the weight and dignity of days like Juneteenth.
