Story perspectives

HelloFresh Faces Backlash Over Anal-Sex Promo, Announces Banbury Plant Closure

6/9/2026

Summary

Story summary

HelloFresh posted a Pride Month Instagram image linking meals to “prepping” for anal sex and offered discount code BOTTOMSUP.
The post sparked reactions, with some calling it repulsive and tone-deaf amid rising grocery costs while HelloFresh described it as a cheeky nod to the LGBTQ+ community.
HelloFresh announced it will close its Banbury distribution centre in Oxfordshire, affecting about 270 staff, and shift operations to the Windmill site in Derby.

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Story summary

HelloFresh posted a Pride Month Instagram image linking meals to “prepping” for anal sex and offered discount code BOTTOMSUP.
The post sparked reactions, with some calling it repulsive and tone-deaf amid rising grocery costs while HelloFresh described it as a cheeky nod to the LGBTQ+ community.
HelloFresh announced it will close its Banbury distribution centre in Oxfordshire, affecting about 270 staff, and shift operations to the Windmill site in Derby.