Photo by Franki Chamaki on Unsplash
Kroger, one of the largest supermarket chains in the United States, is facing widespread criticism after a video showcasing poorly designed Juneteenth-themed desserts from one of its Atlanta stores went viral on TikTok. The incident has reignited conversations about corporate America’s repeated missteps when attempting to honor culturally significant holidays—particularly those involving Black history and freedom.
The video, which quickly spread across social media platforms, was originally posted by TikTok user blaq monalisa, who expressed her frustration with the minimal effort put into the store’s Juneteenth bakery display. The now-viral clip featured a series of cookie cakes with crude designs and questionable messages, most notably one with the phrase “Free @ Last”—a phrase lifted from Dr. Martin Luther King Jr.’s iconic “I Have a Dream” speech. This particular cake, along with others, sparked outrage online and prompted a formal response from Kroger.
The Viral Video That Sparked a Firestorm
The issue first caught public attention just days before the Juneteenth holiday when blaq monalisa took to TikTok to share her reaction to the bakery section at her local Kroger in Atlanta. In the video, which has amassed over 12 million views, she expressed disbelief and disappointment over what she described as “ugly-a**” desserts. The video showed shelves lined with large cookie cakes, decorated with minimal creativity—hastily scribbled messages, off-center lettering, and in some cases, unrelated celebratory stickers.
One of the cakes simply featured the word “FREE” in uneven frosting. Another, puzzlingly, had a “Congratulations” sticker slapped on it, with no other message to indicate any relevance to Juneteenth. But the most controversial item was the “Free @ Last” cake—an apparent attempt to echo civil rights language that many felt was trivialized in the process.
“I’ve seen baby shower cakes, retirement cakes, even pet birthday cakes done with more thought and care than this,” one TikTok commenter remarked. “It’s like they didn’t even try.”
Social Media Reactions: Frustration, Disbelief, and Sarcasm
The response on social media was swift and unforgiving. Thousands of users took to TikTok, Twitter, and Instagram to express their discontent with what they saw as a tone-deaf attempt at cultural recognition. The overwhelming consensus? If this was Kroger’s idea of celebrating Juneteenth, they would’ve been better off doing nothing at all.
Others pointed out the increasing frequency with which brands seem to commodify Black culture without demonstrating genuine respect or understanding. Several users referenced previous marketing blunders by other corporations—such as Walmart’s infamous Juneteenth-branded ice cream and watermelon-themed desserts—arguing that this kind of performative marketing causes more harm than good.
Juneteenth and the Importance of Representation
Juneteenth, now recognized as a federal holiday, marks the day—June 19, 1865—when enslaved Black Americans in Galveston, Texas, were finally informed of their freedom, over two years after the Emancipation Proclamation was signed. It’s a day that represents both painful history and resilient celebration.
Given its deep historical and emotional significance, many believe that any public or corporate acknowledgment of the day should be handled with care, intentionality, and cultural sensitivity. For many in the Black community, Juneteenth is not just another holiday—it’s a remembrance of centuries of struggle, and a recognition of hard-won progress.
Marketing expert Deanna Powell, who works with DEI (Diversity, Equity & Inclusion) training initiatives, said the Kroger incident is part of a broader issue. “We’ve entered an era where brands feel the need to be socially conscious, but they often miss the mark because they don’t include people from the culture they’re trying to celebrate in the planning stages,” she explained. “The result is shallow, aesthetic-driven attempts that feel exploitative rather than empowering.”
Kroger’s Official Response
In light of the growing outrage, Kroger released a public statement through Fox News, acknowledging the issue and attempting to distance the company from the store-level decisions that led to the controversial displays.
“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,” a Kroger spokesperson said. The company went on to confirm that the desserts were removed after the video surfaced and that the issue had been addressed internally with the store’s management. They also stated that the customer who posted the video had been contacted.
While the statement aimed to de-escalate the situation, critics noted the lack of a direct apology or any mention of efforts to prevent such incidents in the future. “This sounds more like damage control than actual accountability,” one Twitter user replied. “Did anyone at Kroger stop to ask: ‘Is this how we honor Black history?’”
The Bigger Picture: Corporate America’s Struggle with Cultural Holidays
The backlash Kroger received is not an isolated event. Over the past few years, major companies have repeatedly been criticized for their poorly executed or inappropriate marketing surrounding Juneteenth and other culturally significant days. From tone-deaf product releases to shallow messaging that fails to reflect the importance of the occasion, many brands are still struggling to transition from performative allyship to meaningful engagement.
For example, in 2022, Walmart faced similar outrage after releasing a limited-edition Juneteenth ice cream. The product featured red velvet and cheesecake-flavored swirls and was marketed as a way to “celebrate freedom.” It was pulled from shelves after widespread backlash, with many criticizing the retail giant for profiting off a holiday rooted in trauma and resistance.
Experts agree that the key difference lies in intent and execution. “It’s one thing to acknowledge Juneteenth, but it’s another to reduce it to a marketing opportunity without doing the emotional and historical labor of understanding what it means,” said historian Marcus Allen, who specializes in African-American studies. “These companies need to stop thinking in terms of seasonal campaigns and start thinking in terms of ongoing relationships with the communities they serve.”
What Could Kroger Have Done Differently?
Many critics argue that the situation could have been avoided if Kroger had involved more diverse voices in their planning and marketing processes. Simply consulting Black employees or local community leaders about how to meaningfully celebrate Juneteenth in their stores might have provided much-needed perspective and direction.
Instead, what customers encountered was a disorganized and half-hearted attempt to “celebrate” a solemn and powerful holiday—through mass-produced desserts that lacked both quality and thoughtfulness.
Moving Forward: From Apology to Action
If there’s any silver lining in this controversy, it’s that it has once again put the spotlight on the need for authentic representation in corporate America. In today’s digitally connected world, a single store’s mistake can become a national scandal within hours. Consumers are more conscious than ever and are quick to call out superficiality.
For Kroger, the path forward requires more than a reactive statement. It demands a proactive commitment to education, equity, and real community engagement. Until that happens, incidents like the “Free @ Last” cookie cake will continue to reflect a much deeper disconnect between corporations and the diverse communities they serve.
Conclusion
Kroger’s Juneteenth dessert debacle serves as a cautionary tale for every brand attempting to participate in culturally significant conversations. While the intention may have been to show solidarity, the execution fell short—reminding everyone that good intentions are not enough. Thoughtful action, inclusive planning, and genuine respect are the only ways to truly honor moments of historic and cultural weight.
Until companies like Kroger learn that, these missteps will continue to dominate headlines—at the cost of credibility and community trust.
