A Kroger in Atlanta, Georgia, is in the hot seat after a viral video highlighted poorly decorated Juneteenth cakes, with many taking to social media to express anger. The outcry began when TikToker @blaq.monalisa posted video of the store’s bakery department, with cookie cakes featuring awkward inscriptions such as “FREE,” “June 19 Free,” “Congratulations,” and “Free @ Last,” many of which were sloppily scribbled and off-center.
The video went viral in a short period, gathering more than 4.4 million views within days. People referred to the desserts as a “mockery” of Juneteenth and condemned the supermarket giant for not showing care and being sensitive while commemorating a significant day in Black American history.
“This is a Mockery,” Says Viral Creator
In the since-viral video, @blaq.monalisa begins with a scathing critique: “This is some bulls—. Who the hell made this ugly-a—?” She scans the bakery shelves, noting that the other cakes in the store seemed to be well-designed but that the Juneteenth ones looked sloppy and hurried.
“Y’all make everything else here cute,” she tells them. “But for Juneteenth, you want to just put something on a freaking cookie cake and hope that somebody will buy it.”
Her outrage was echoed in the video’s comments section, where users mocked the messages written on the cakes. “Free @ last is just insane😭😭😭,” wrote one user. Another added, “It’s giving ‘here damn’ 💀.” Perhaps the most biting comment read, “Congratulations? Like, ‘Congrats! You’re free now!’”
Kroger Responds to the Outcry
After the widespread criticism, Kroger released a public apology, acknowledging the desserts were “not in line with our given guidance.” The company verified that the items had been taken off the shelf, and stated it had “spoken to this directly with the store teams and the customer who made the original video.”
In a second TikTok, @blaq.monalisa affirmed that the cakes were indeed no longer available. She was, though, disappointed that Kroger has not opted for more considerate or more creative Juneteenth alternatives instead.
Why the Cakes Hit a Nerve
Juneteenth, celebrated on June 19, commemorates the day in 1865 when enslaved Black Americans in Galveston, Texas, were at last told they were free.
The words “Free at last,” which appeared on one of the cakes, are a direct lift of the closing words of Dr. Martin Luther King Jr.’s “I Have a Dream” speech, which in turn took from a classic Negro spiritual. Truncating those words to “Free @ Last” on an anonymous dessert seemed to many as insensitive and disrespectful.
This controversy fits into the increasing tension around commercialization of cultural holidays. When corporations and brands try to go near sensitive subjects without understanding or representation, it is very easy for it to go wrong.
A Pattern of Missteps
This is not the first time a large retailer has come under fire for botched Juneteenth items. Walmart faced criticism in 2022 for its release of Juneteenth-themed ice cream, which critics perceived as an effort to capitalize on Black culture without benefiting true Black-owned brands. The chain subsequently apologized and removed the item from store shelves.
In 2023, Walmart was again criticized when a post on Reddit that featured Juneteenth watermelon cakes surfaced. While watermelon and red foods are typically used at traditional Juneteenth celebrations, the imagery had stereotypical overtones many deemed offensive and unnecessary.
These repeated faux pas have sparked a wider debate about the way corporate America approaches Black history and culture, particularly around holidays like Juneteenth that hold deep emotional and historical resonance.
The Thin Line Between Celebration and Exploitation
Consumers expect authenticity and respect from brands more than ever, particularly when speaking about race, identity, and heritage. Copies of marketing efforts that seem to be done in haste or superficially are getting called out in the moment, usually by viral videos that go viral in a matter of hours.
Moving Forward: Lessons for Brands
Kroger’s cake debacle is more than a PR nightmare but it’s an educational moment. Here’s what brands can learn:
- Engage Black voices during product planning and design.
- Avoid clichés and memes when referencing historical struggles.
- Focus on substance, not just visual branding.
- Support and highlight Black-owned businesses during cultural celebrations.
The conversation around Juneteenth and other culturally significant holidays is evolving. Brands have a chance to be part of the positive change, but only if they approach it with care, respect, and intention.
Conclusion
Kroger’s Juneteenth cookie cakes went viral as a reminder that representation without accountability is hurtful. As more brands attempt to celebrate cultural milestones, it is now important to look beyond shallow gestures. Juneteenth is worth careful acknowledgment, not cookie-cutter campaigns that boil a historic fight down to last-minute icing doodles.
