Walmart has pulled a Juneteenth-themed ice cream flavor from shelves after facing a considerable public backlash, with critics accusing the retailer of cultural appropriation and inappropriate commercialism.
On Monday, Walmart decided to withdraw an ice cream from its food label Great Value for Juneteenth, the holiday commemorating the emancipation of black slaves in Texas on June 19, 1865. In recent years, the holiday has seen new popularity as a result of the Black Lives Matter movement and the growing centrality of racial issues in the progressive movement. Last year, President Joe Biden signed a bill declaring Juneteenth (officially “Juneteenth National Independence Day”) as a federal holiday.
“Share and celebrate African-American culture, emancipation, and enduring hope,” reads a blurb on the ice cream’s packaging.
The controversial ice cream is adorned in the colors of the Pan-African flag and features a pair of dark-toned hands joining in a high-five. Its flavor consists of swirled cheesecake and red velvet cake, an homage to the Juneteenth tradition of eating red foods as a somewhat morbid reminder of the blood shed by black slaves before emancipation.
However, the Afrocentric frozen treat was not well-received by all customers, and many users took to Twitter to express their disdain for the commercialization of this ostensibly serious holiday.
Walmart responded on Monday, apologizing for any insensitivity and announcing that they would be taking the frozen desert off the shelves.
“Juneteenth holiday marks a celebration of freedom and independence,” Walmart said in a statement. “However, we received feedback that a few items caused concern for some of our customers and we sincerely apologize. We are reviewing our assortment and will remove items as appropriate.”
The ice cream flavor is just one of several Juneteenth-related items which the company has reconsidered in light of ensuing controversy. The retailer also featured Juneteenth party decorations, apparel, and books in anticipation of the impending holiday. However, it was the frozen dessert that drew the most controversy.
This is not the first time that a food distributor’s efforts to promote African-American history have backfired and resulted in controversy. In 2019, New York University came under fire after the food caterer Aramark featured a themed menu for African-American history month at one of the university’s dining halls, featuring “stereotypical” African-American cuisine such as ribs, collard greens, and Kool-Aid. While this was presumably intended as a celebration of black American culture, it provoked criticism from racial minorities and self-designated allies.
