Analysis of the Kroger Juneteenth Cakes Controversy

The recent controversy surrounding Kroger’s Juneteenth-themed cakes serves as a critical case study for the retail sector, highlighting the profound implications of cultural insensitivity in an increasingly values-driven consumer landscape. A viral TikTok video exposed poorly decorated cookie cakes featuring simplistic and historically significant phrases, drawing widespread condemnation for their tone-deaf presentation. This incident, while swiftly addressed by Kroger through product removal and a corporate statement, underscores a broader challenge for corporations: the imperative to move beyond superficial gestures towards genuine cultural competence and authentic engagement, particularly concerning holidays of deep historical and communal significance like Juneteenth. The market’s immediate negative reaction, evidenced by bearish sentiment on Kroger’s stock, further reinforces that cultural missteps carry tangible financial repercussions. This report details the controversy, analyzes public and internal reactions, contextualizes it within a pattern of similar retail missteps, and provides actionable recommendations for fostering authentic cultural alignment and mitigating future risks.

1. Introduction: Juneteenth – A Federal Holiday of Deep Cultural Significance

Juneteenth, observed annually on June 19th, commemorates a pivotal moment in American history: the emancipation of enslaved African Americans in Galveston, Texas, in 1865. This date marks the true end of slavery in the United States, more than two years after the Emancipation Proclamation.¹ For generations, Juneteenth has held profound historical and cultural significance within Black communities, symbolizing freedom, resilience, and the ongoing pursuit of racial equality and justice.¹

The recognition of Juneteenth as a federal holiday in 2021 significantly elevated its national prominence. This federal designation has led to an exponential expansion of its commercial footprint, with more businesses seeking to acknowledge and participate in the observance.⁵ This shift, however, presents retailers with a double-edged sword. While it offers a significant opportunity to engage with diverse consumer segments and demonstrate corporate values, it simultaneously creates a high-stakes environment where cultural observances can be easily mishandled. The increased public scrutiny surrounding such a deeply meaningful holiday means that superficial or inauthentic gestures are far more likely to backfire, amplifying consumer expectations for genuine respect and understanding. This dynamic makes navigating newly commercialized cultural moments a complex challenge for any retailer.

2. The Kroger Juneteenth Cake Controversy: A Detailed Account

The recent controversy surrounding Kroger’s Juneteenth-themed cakes ignited following a viral TikTok video posted by user @blaq.monalisa. The video, which quickly garnered substantial attention, amassed over 7 million views and more than 850,000 likes by Thursday, underscoring the rapid spread of public sentiment on social media platforms.³ The footage showcased a display of cookie cakes at a Kroger location on Howell Mill Road in Atlanta, Georgia, featuring designs that were widely perceived as inappropriate and poorly executed.¹

The cakes prominently featured simplistic and often “sloppily scribbled” phrases such as “FREE @ Last,” “June 19 FREE,” and simply “FREE”.¹ These designs were met with immediate and widespread condemnation from the public, who labeled them as “tone-deaf,” “lazy,” and a “mockery” of a holiday holding deep significance in Black communities.¹ The original TikTok creator voiced strong outrage, specifically pointing out the stark disparity in decoration quality between the Juneteenth cakes and other non-holiday desserts readily available in the same store, implying a lack of care or respect for the occasion.¹

A significant aspect of the public’s discontent stemmed from the use of the phrase “FREE @ Last.” This phrase, while truncated and poorly rendered, directly references the iconic closing words of Dr. Martin Luther King Jr.’s “I Have a Dream” speech, which itself draws from a classic Negro spiritual.¹ The application of such a historically profound and emotionally charged phrase onto mass-produced, “sloppily decorated” cookie cakes demonstrates a considerable deficit in cultural understanding and sensitivity. This was not merely a matter of subpar design or execution; it represented a trivialization of a deeply meaningful historical and cultural narrative. For the target audience, this superficial engagement was widely perceived as disrespectful and exploitative, effectively undermining any positive intent the company might have had. This incident underscores that genuine cultural competence extends far beyond basic factual recognition, requiring a nuanced understanding of the emotional and historical weight carried by symbols, phrases, and cultural expressions.

Table 1: Key Events and Timeline of the Kroger Juneteenth Cake Controversy

Event	Date (Approximate)	Details
Viral TikTok Video Posted	June 18, 2025	User @blaq.monalisa posts video of poorly decorated Juneteenth cakes at an Atlanta, Georgia Kroger store. Video quickly gains millions of views.⁶
Widespread Public Backlash	June 18-19, 2025	Social media users condemn the cakes as “lazy,” “tone-deaf,” and a “mockery,” highlighting the poor quality compared to other store products.¹
Kroger Issues Statement	June 19, 2025	Kroger spokesperson tells Newsweek that the cakes were “inconsistent with our provided guidance and not of the quality we would expect”.¹
Products Removed from Shelves	June 19, 2025	Kroger confirms removal of the controversial cakes and states the issue was addressed with store teams and the customer.¹
Original Poster’s Follow-up	June 20, 2025	@blaq.monalisa confirms cakes were removed but expresses disappointment they were not replaced with better Juneteenth options.¹
Stock Sentiment Turnaround	June 20, 2025	Retail sentiment for Kroger on Stocktwits becomes “extremely bearish,” with message volume jumping to “extremely high”.⁴

3. Public and Employee Reactions: A Spectrum of Sentiment

The public’s response to the Kroger Juneteenth cakes was swift and overwhelmingly negative, characterized by accusations of “mockery,” “absolute laziness,” and profound insensitivity.¹ Social media users expressed disbelief and anger that a major retailer would present such a significant holiday with what appeared to be minimal effort and a lack of understanding. Comments ranged from humorous jabs at the “ugly-a** s***” to serious criticisms about the perceived disrespect for Black history and culture.¹ Some users even joked that the cakes looked like they were made by someone “right before they quit” or a “fresh out of jail cake”.³

Adding another layer to the discourse, a self-identified Kroger employee offered a perspective on Reddit, suggesting that the “sloppy Juneteenth cakes” might stem from internal operational challenges.¹⁸ This individual acknowledged the poor appearance of the cakes but defended the workers, citing that “people here are overworked and underpaid like crazy”.¹⁸ This commentary introduces an internal operational dimension to what initially appeared to be solely an external cultural insensitivity issue. It suggests that the visible lack of care in product presentation could be a symptom of systemic issues within the company, such as understaffing, inadequate training, or excessive workload pressures on bakery staff.⁴

This perspective indicates that the public relations failure might have been a “perfect storm” resulting from a confluence of factors: a lack of cultural literacy in product design combined with operational shortcomings that prevented even basic quality control. While this explanation does not absolve Kroger of responsibility for the cultural misstep, it shifts some of the perceived blame from malicious intent to operational negligence. However, regardless of the underlying cause, the impact on brand perception and consumer trust remains significantly negative, highlighting the critical need for internal processes to support external cultural engagement efforts.

4. Kroger’s Corporate Response and Immediate Impact

In the wake of the rapidly escalating online backlash, Kroger moved swiftly to implement damage control measures. A spokesperson for the company issued a statement to Newsweek, acknowledging the deficiencies in the controversial products. The statement affirmed that “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”.¹

Following this admission, Kroger confirmed that the offending products had been removed from shelves. The company also stated that it had “addressed this directly with the store teams and the customer who took the initial video”.¹ The original TikTok poster, @blaq.monalisa, later confirmed in a follow-up video that the cookie cakes were indeed no longer available.¹

While Kroger’s swift response—removing the problematic products and issuing a statement—represents a standard approach to crisis management, it did not fully assuage public disappointment. The original poster articulated this sentiment, stating, “I still feel some type of way that they didn’t replace it with better Juneteenth cakes”.¹ This observation reveals a crucial point: consumers are increasingly looking for meaningful engagement and genuine commitment from brands, not just reactive damage control. Reactive measures, while necessary to contain immediate reputational harm, are often insufficient to fully restore trust or capitalize on the market opportunity presented by cultural moments.

The controversy also had a discernible impact on Kroger’s financial sentiment. On Stocktwits, a platform for investors, the retail sentiment for Kroger Co. (NYSE: KR) turned “extremely bearish” shortly after the incident went viral.⁴ Concurrently, the message volume related to the company jumped from “high” to “extremely high” within a 24-hour period, indicating significant investor concern and discussion.⁴ This demonstrates that cultural missteps can have direct and immediate financial consequences, affecting investor confidence and potentially influencing market valuation.

5. Broader Industry Context: A Pattern of Cultural Missteps in Retail

The Kroger Juneteenth cake controversy is not an isolated incident but rather fits into a recurring pattern of cultural missteps by large retailers attempting to engage with the Juneteenth holiday. This broader context highlights systemic challenges within corporate America’s approach to Black history and culture, often leading to accusations of commodification and cultural appropriation.¹

A prominent example is Walmart’s 2022 Juneteenth ice cream controversy.¹ Walmart introduced a “Juneteenth” branded ice cream flavor—a swirl of red velvet and cheesecake—which faced immediate and severe backlash. Critics argued that the company, a white-owned and operated entity, was attempting to profit from a deeply significant Black holiday without genuine understanding or commitment to the African American community.² Further exacerbating the outrage was the inclusion of a “TM” trademark indication next to the word “Juneteenth” on the ice cream label.² This attempt to claim ownership of the term “Juneteenth” was seen as a fundamental misunderstanding of the holiday’s essence, which “simply cannot be owned” as it represents a collective historical experience.² Many also pointed out that a similar red velvet ice cream flavor already existed from Creamalicious, a Black-owned business, suggesting Walmart could have supported existing Black brands instead of creating its own.² Walmart subsequently apologized and removed the product.²

The pattern continued with Walmart’s 2023 Juneteenth watermelon cakes.¹ While red foods and watermelon are traditionally part of Juneteenth celebrations, the imagery on these cakes was widely criticized for perpetuating stereotypical overtones that were deemed offensive and unnecessary.¹ Similarly,

Target also faced accusations of cultural appropriation for its own watermelon-themed cakes.⁵

The recurring nature of these controversies across major retailers indicates that these are not isolated instances of incompetence but rather a broader, systemic failure to integrate diverse voices and genuine cultural understanding into product development and marketing processes. This consistent misstep leads to repeated accusations of “commodification” and “cultural appropriation,” damaging brand reputation and alienating key consumer segments. The attempts to commercialize a deeply significant holiday without a foundational understanding of its historical weight and cultural nuances underscore a critical need for retailers to re-evaluate their approaches to diversity, equity, and inclusion in practice, not just in policy.

Table 2: Comparison of Retailer Juneteenth Controversies

This table visualizes the pattern of missteps, emphasizing that Kroger’s incident is not unique, and highlights common pitfalls for retailers.

Retailer	Year	Product	Core Criticism	Resolution
Walmart	2022	Juneteenth-themed ice cream (red velvet & cheesecake)	Capitalizing on holiday; white-owned brand profiting; trademarking “Juneteenth”; similar to Black-owned brand.²	Apologized and removed products.²
Walmart	2023	Juneteenth watermelon cakes	Stereotypical overtones despite traditional use of red foods.¹	Public outcry, implied removal (not explicitly stated, but part of pattern of missteps).¹
Target	Not specified (implied around 2023)	Watermelon-themed cakes	Cultural appropriation, lack of support for Black-owned businesses.⁵	(Not explicitly stated, but Target later sourced from Black-owned vendors).⁵
Kroger	2025 (viral video posted June 18)	Juneteenth cookie cakes (“FREE @ Last,” “June 19 FREE,” “FREE”)	Tone-deaf, lazy, mockery; trivialization of historical phrases; poor quality.¹	Removed products; addressed store teams and customer.¹

6. Strategic Implications for Retailers: Cultural Competence as a Business Imperative

The Kroger incident, alongside similar past controversies, underscores a fundamental shift in the retail landscape where cultural competence is no longer a peripheral concern but a core business imperative. Modern ESG (Environmental, Social, and Governance) frameworks are expanding beyond traditional environmental metrics to encompass social and governance issues, including a company’s cultural sensitivity and its engagement with diverse communities.⁵

Consumer behavior is increasingly influenced by brand values. Millennials and Gen Z, now the largest consumer cohorts, demonstrate a strong preference for brands that align with their personal values, whether those are environmental, ethical, or cultural.⁵ Data from Nielsen indicates that a significant majority—73% of global consumers—are willing to pay more for brands perceived as sustainable, and this demand extends directly to cultural authenticity.⁵ For retailers, this means that culturally resonant products and authentic engagement can lead to tangible benefits, including the ability to command premium pricing, reduce customer churn, and attract socially engaged investors.

Conversely, missteps in this area carry significant risks that extend beyond immediate public relations crises. The “extremely bearish” sentiment observed on Kroger’s stock on platforms like Stocktwits, coupled with a surge in negative message volume, illustrates a direct financial consequence of cultural missteps.⁴ This market reaction elevates cultural competence from a “nice-to-have” corporate social responsibility (CSR) initiative to a critical factor directly influencing shareholder value and investor confidence. In an era where ESG-focused assets are growing rapidly, with an estimated $35 trillion in ESG-focused assets globally, a company’s perceived cultural competence directly impacts its attractiveness to a substantial and growing segment of the investment community.⁵ Therefore, neglecting cultural sensitivity can lead to diminished brand equity, potential loss of market share, and adverse effects on a company’s financial standing.

7. Recommendations for Moving Forward: Building Authentic Engagement

To navigate the complexities of cultural consumerism and build genuine engagement, retailers must adopt a multi-faceted approach that prioritizes authenticity, education, and strategic partnerships. Reactive measures alone, while necessary for immediate crisis management, are insufficient to foster long-term trust and capitalize on the opportunities presented by culturally significant moments.

A foundational step involves investing in comprehensive cultural competence training for all relevant teams, particularly those involved in product development, marketing, and customer-facing roles.¹ This training should extend beyond basic facts to encompass the historical context, emotional weight, and nuanced significance of cultural narratives and symbols. The goal is to cultivate a deep understanding that prevents superficial gestures and ensures products are reflective of and respectful toward the cultural narratives they aim to engage with.

Secondly, fostering authentic partnerships with Black-owned businesses and community organizations is crucial.¹ Rather than attempting to create Juneteenth-themed products internally, retailers should actively collaborate with and source from businesses that are intrinsically connected to the culture. Examples of successful pivots include Walmart’s “Juneteenth Innovation Hub” in 2023, designed to partner with Black-owned businesses for future cultural initiatives ⁵, and Target’s strategy of sourcing its Juneteenth products exclusively from Black-owned vendors.⁵ These collaborations not only ensure cultural authenticity but also demonstrate tangible support for the community, leading to positive ESG ratings and enhanced customer loyalty.⁵

Furthermore, retailers should leverage data-driven cultural insights to identify emerging cultural trends and consumer preferences, allowing for the development of truly resonant products and marketing campaigns.⁵ This involves moving beyond broad demographic data to understand specific cultural nuances and community expectations.

Finally, increasing ESG transparency and reporting on cultural engagement initiatives is essential.⁵ Disclosing metrics such as cultural spend, diversity in supplier networks, and customer satisfaction with culturally relevant offerings can build trust with both consumers and investors. Companies that proactively demonstrate their commitment to cultural literacy and authentic engagement are better positioned to attract socially conscious investors and thrive in the evolving market. The path from cultural misstep to strategic advantage lies in proactive, authentic engagement that is deeply embedded in corporate strategy, rather than treated as a mere marketing exercise.

Table 3: Recommendations for Culturally Competent Retail Practices

This table provides clear, actionable steps for executives to implement, directly addressing the identified challenges.

Category	Recommendation	Rationale/Benefit	Example
Education & Training	Implement mandatory cultural competence training for all relevant staff, especially product development and marketing teams.	Ensures deep understanding of cultural nuances, preventing tone-deaf or disrespectful products. Reduces risk of public backlash and brand damage.¹	Workshops on historical context of holidays, sensitivity in messaging, and appropriate imagery.
Authentic Partnerships	Actively partner with and source products from Black-owned businesses and community organizations for cultural initiatives.	Guarantees cultural authenticity and demonstrates genuine support for the community. Drives positive brand perception and customer loyalty.¹	Walmart’s “Juneteenth Innovation Hub” ⁵; Target sourcing Juneteenth products exclusively from Black-owned vendors.⁵
Product Development	Integrate diverse voices and perspectives throughout the product conceptualization and design process.	Ensures products are culturally relevant and respectful from inception, avoiding stereotypes and appropriation. Fosters innovation and market appeal.¹	Establishing diverse advisory boards or internal cultural review committees for holiday-themed products.
Transparency & Accountability	Enhance ESG reporting to include metrics on cultural spend, diversity in supplier networks, and customer satisfaction with culturally relevant offerings.	Builds trust with consumers and investors by demonstrating measurable commitment to cultural equity. Attracts ESG-focused capital.⁵	Publicly reporting on the percentage of holiday-specific products sourced from minority-owned businesses.
Proactive Engagement	Shift from reactive damage control to proactive, sustained cultural engagement beyond single holidays.	Cultivates long-term brand loyalty and positions the company as a leader in cultural competence. Reduces the likelihood of future missteps.	Year-round support for cultural education initiatives, community events, and diverse talent pipelines.

8. Conclusion: Lessons Learned and Future Outlook

The Kroger Juneteenth cakes controversy serves as a potent reminder that in today’s consumer landscape, cultural literacy and genuine engagement are indispensable for corporate success. The incident highlights the inherent risks when commercial interests intersect with deeply significant cultural observances without adequate understanding or authentic connection. The public’s swift and strong reaction, coupled with the immediate negative impact on Kroger’s stock sentiment, unequivocally demonstrates that consumers and investors alike are increasingly holding brands accountable for their social and cultural footprint.

The recurring nature of such missteps across major retailers like Walmart and Target underscores a systemic challenge within the industry: a failure to embed diverse perspectives and comprehensive cultural understanding into core business practices. Moving forward, cultural relevance is no longer a mere marketing gimmick or a fleeting trend; it is a fundamental business imperative. Retailers that prioritize authentic partnerships, invest in robust cultural competence training, leverage data-driven insights, and commit to transparent ESG reporting will be better positioned to build lasting brand equity, foster deep consumer loyalty, and secure investor confidence. The future of retail belongs to those who recognize that cultural sensitivity is not just about avoiding controversy, but about unlocking genuine growth and creating meaningful value for all stakeholders.

Cited Works