Photo by Franki Chamaki on Unsplash
Kroger, one of the largest supermarket chains in America, recently found itself embroiled in controversy after a video from an Atlanta location surfaced, showcasing poorly designed Juneteenth-themed desserts. The viral TikTok clip, which quickly racked up millions of views, featured cookie cakes decorated with hastily written phrases, including the phrase “Free @ Last” — a reference to the iconic words from Dr. Martin Luther King Jr.’s “I Have a Dream” speech. Rather than being celebrated as a meaningful tribute, these cakes sparked widespread criticism and became a symbol of corporate tone-deafness in handling culturally significant holidays.
This incident not only highlights the challenges Kroger faces but also reflects a recurring problem among many large corporations attempting to engage with Black history and culture authentically. It raises important questions about how companies acknowledge moments of historical significance, the difference between genuine allyship and performative gestures, and what it truly means to respect and celebrate Black heritage.\
Just days before the Juneteenth holiday, TikTok user blaq monalisa shared a candid video exposing what she described as the “ugly-a**” attempts by Kroger’s bakery to honor Juneteenth. The clip, which quickly amassed over 12 million views, walks viewers through the bakery display, pointing out cookie cakes with uneven, off-center frosting messages and seemingly random stickers.
Among the cakes was one that simply read “FREE” in uneven lettering, while another inexplicably had a “Congratulations” sticker — raising questions about whether the cakes were even intended for Juneteenth. The most controversial was a cookie cake with the phrase “Free @ Last,” an attempt to evoke the famous civil rights slogan but which many perceived as trivializing the weight of the history it represents.
In the video, blaq monalisa expresses clear disappointment, contrasting these lackluster cakes with the company’s typically well-decorated desserts for other holidays. “Y’all decorate everything else around here cute,” she says. “But for Juneteenth, you want to just throw something on a freaking cookie cake and expect someone to buy it?”
The video ignited an outpouring of responses across social media. Users expressed outrage and disbelief that such an important holiday could be represented so poorly. Many viewed the cakes as disrespectful and emblematic of a broader trend where Black culture and history are reduced to superficial marketing tactics rather than celebrated with depth and sincerity.
Comments ranged from sarcastic jabs — likening the cakes to “welcome home” celebrations for incarcerated individuals — to earnest calls for corporations to do better. Users lamented the lack of creativity and empathy, emphasizing that Juneteenth commemorates the end of centuries of enslavement and struggle, not a casual event deserving of rushed decoration.
This wasn’t Kroger’s first misstep related to Juneteenth or Black culture, either. In recent years, major retailers like Walmart have faced backlash for selling Juneteenth-themed ice cream and watermelon-flavored cakes — products criticized for perpetuating stereotypes and lacking cultural awareness.
To fully grasp why Kroger’s cookie cake controversy resonated so strongly, it’s essential to understand Juneteenth’s significance. June 19, 1865, marks the day when enslaved Black Americans in Galveston, Texas, were finally informed of their freedom, more than two years after President Abraham Lincoln signed the Emancipation Proclamation. The delayed announcement reflects the slow and uneven progress toward emancipation and civil rights.
Juneteenth symbolizes freedom, resilience, and the ongoing fight for equality. It has evolved into a day of remembrance and celebration, recognized federally in the United States since 2021. For many, Juneteenth carries profound emotional and historical weight, making any corporate attempt to honor it one that must be approached with care, respect, and cultural competence.
Following the widespread criticism, Kroger released a statement via Fox News acknowledging that the cakes featured in the viral video did not meet the company’s standards or guidance. The statement clarified that the problematic products were removed and that Kroger had addressed the matter internally with the store and the customer who posted the video.
However, many found Kroger’s response lacking in substance. The statement stopped short of issuing a direct apology or outlining concrete steps to ensure such an incident would not recur. This kind of response often fuels skepticism about a company’s commitment to meaningful change, suggesting a tendency toward damage control rather than genuine accountability.
Kroger’s incident is not an anomaly. In fact, it reflects a broader struggle among corporations to navigate cultural holidays with authenticity and sensitivity. Many companies have been called out for symbolic gestures that come across as hollow or misguided.
For instance, Walmart’s 2022 Juneteenth ice cream release — with flavors like red velvet and cheesecake swirls — was met with backlash for commodifying a holiday rooted in pain and liberation. The product was eventually discontinued. Similarly, other brands have faced criticism for surface-level campaigns that seem to exploit Black culture for profit without contributing to or supporting the community.
Experts in diversity, equity, and inclusion (DEI) emphasize that good intentions are not enough. Without meaningful engagement with the histories and people involved, efforts can fall flat or even cause harm.
Many voices have suggested that Kroger’s failure could have been avoided with more inclusive and thoughtful planning. Inviting Black employees, community leaders, and cultural consultants to contribute to the design and marketing of Juneteenth products would likely have produced a more respectful and impactful outcome.
Suggestions for improvement include:
Such steps require investment and genuine commitment but can strengthen a company’s relationship with Black communities and show that honoring such holidays goes beyond marketing.
In the age of social media, consumers are savvy and hold brands accountable. Superficial efforts can lead to swift backlash, eroding trust and damaging brand reputation.
True allyship means engaging with communities year-round, not only when it’s convenient or profitable. It involves building diverse leadership teams and ensuring cultural competence is embedded in all aspects of marketing and operations.
Kroger’s mistake serves as a reminder that inclusion and respect are not optional — they are essential to any effort to celebrate historically marginalized communities.
Despite the negative fallout, this controversy offers an opportunity for Kroger and other companies to learn and grow. Transparent acknowledgment of mistakes, public commitments to change, and the implementation of inclusive practices can help repair trust.
Many consumers are eager to support brands that show genuine dedication to equity and cultural respect. By moving beyond performative gestures and embracing meaningful partnership with Black communities, corporations can contribute positively to cultural celebrations.
Kroger’s “Free @ Last” cookie cake controversy underscores a vital lesson: good intentions alone do not suffice when dealing with issues of historical trauma and cultural significance. Corporations must approach holidays like Juneteenth with sincerity, cultural awareness, and meaningful action.
Celebrations of Black history require more than rushed products or slogans—they demand respect, understanding, and a willingness to listen and learn.
Only through authentic engagement and ongoing commitment can brands hope to honor the spirit of Juneteenth and foster genuine connections with the communities they serve.
