Walmart Faces Backlash Over Juneteenth Ice Cream

BENTONVILLE, AR — Walmart is facing criticism online after photos of a Juneteenth-themed ice cream being sold by the chain circulated on social media.

The Great Value brand pint is labeled “Celebration Edition Juneteenth Ice Cream,” according to photos of the product posted on Twitter. The pint of swirled red velvet and cheesecake ice cream is decorated in red, green, yellow and black, with images of hands high-fiving and giving the peace sign. Written on the container are the words, “share and celebrate African-American culture, emancipation and enduring hope.”

Many online took issue with the item’s association with Juneteenth, a holiday held annually on June 19 to celebrate the end of slavery in the U.S. and commemorate the date when many slaves in Texas learned they were free. Juneteenth became a federal holiday in 2021.

Former Walmart diversity executive Gwen Kelly weighed in on the controversy in a LinkedIn post, questioning how involved Black associates were in the decision-making process that led to the ice cream and whether the product accelerated the company’s commitment to minority suppliers.

“But nonetheless, there are some MAJOR missteps here and it personally pains me greatly to see, if this product roll-out is true and not some insensitive parody, such a bone-headed and insensitive marketing action this is for Fortune 500 #1,” she said.

Others on social media urged customers to instead buy Creamalicious ice cream, a Black-owned brand that is sold at Walmart and offers a similar red velvet cheesecake flavor.

In addition to the Juneteenth ice cream, Walmart’s website shows a variety of Juneteenth-themed party decorations and T-shirts available for sale.

In a statement provided to Patch, the company apologized and said it would consider removing some items.

“Juneteenth holiday marks a commemoration and celebration of freedom and independence,” the statement said. “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.”

A reporter for CNN affiliate WRAL-TV found and attempt to buy the ice cream at a store in North Carolina, but was told it was not available for purchase and that the product was being thrown out, according to CNN Business.