Dr. Ahmed Farhan
Juneteenth, now a federal holiday, marks one of the most pivotal moments in American history—June 19, 1865, when Union troops arrived in Galveston, Texas, to inform the last remaining enslaved African Americans that they were free.
Though the Emancipation Proclamation had been signed over two years earlier, freedom took time to reach everyone.
Today, Juneteenth is a celebration of freedom, resilience, and the long fight for justice and equality in the U.S.
So, when a major retailer like Kroger decides to acknowledge the holiday with something as everyday as a cookie cake, people naturally pay attention. But in this case, the attention wasn’t positive, it went viral for all the wrong reasons.
How did it start?
In June 2025, a TikTok user known as @blaq.monalisa posted a video on their TikTok account while at a Kroger store in Atlanta. The video panned across a display of cookie cakes with bright icing and messages meant to commemorate Juneteenth. One read “Free @ Last,” another simply said, “June 19 Free.”
At first glance, it might seem harmless—a small nod to a national holiday. But in the video, the creator expressed clear frustration and disbelief.
“This is some bull ***…Who the hell made this ugly-a** s***?” she said as she scanned the bakery case.
She pointed out the difference in care between the Juneteenth cakes and the more elaborately decorated birthday cakes nearby. The video struck a nerve, and millions of people agreed.
It was a commonplace occurrence as the video went viral and soon hit over 10 million views. Almost immediately, thousands of people began commenting on Kroger’s lame effort.
Some found humor in the awkward phrasing of “Free @ Last” on a dessert, but most were disappointed, angry, or frustrated.
Critics said the cakes felt like a hollow gesture, barely thought through, sloppily executed, and culturally tone-deaf.
One popular comment read, “They were better off just not doing anything,” which echoed a common sentiment: If you’re going to recognize Juneteenth, do it with respect, not just frosting.
Tone-Deaf or Just a Misstep?
For Black Americans, Juneteenth is not just another federal holiday; it holds a deep meaning. It signifies their pain, endurance, and a hard-won victory.
That’s why a cookie cake with “Free @ Last” scribbled across it doesn’t feel like a celebration; it feels like a missed opportunity.
Some argued that these types of displays aren’t just tone-deaf, they’re emblematic of how corporate America tries to check boxes on diversity without engaging meaningfully with the communities they’re claiming to support.
In this case, it looked like someone in a local bakery was told to “make something for Juneteenth,” and this was the best they came up with.
What was Kroger’s Response
After the backlash reached national outlets and online platforms, Kroger issued a formal statement. They admitted the cakes were “inconsistent with our provided guidance” and acknowledged they weren’t up to company standards.
They removed the items from the shelves and said they reached out to the TikToker directly to apologize.
Although the apology was a positive step, it didn’t provide a complete explanation of how or why the cakes were made in the first place.
What was the real directive? Did any messages or templates get approved? Was it up to specific employees or stores? Customers are increasingly demanding answers to these questions, which Kroger did not fully address.
This Isn’t the First Time
The Juneteenth cake controversy didn’t occur in a vacuum. It’s a part of a larger series of corporations misfiring in their attempts to “celebrate” the holiday.
Before this, Walmart faced backlash in 2022 for introducing red velvet and cheesecake swirl ice cream labeled “Juneteenth Ice Cream.”
People were quick to point out that the product seemed tone-deaf and commercially exploitative. It was pulled after widespread public criticism.
Both instances highlight a recurring problem: brands are quick to jump into cultural moments without taking the time to fully understand their context. And when that happens, it’s often Black communities that are left feeling mocked, dismissed, or used.
What Could Kroger Have Done Instead?
Let’s be real—there’s nothing inherently wrong with celebrating Juneteenth with food. In fact, many communities gather around cookouts, potlucks, and desserts on June 19. But the key is context and care.
Kroger could have approached this very differently:
- Collaborate with local Black-owned bakeries to develop meaningful desserts.
- Include the Juneteenth flag or traditional red foods (which have symbolic significance).
- Offer a small educational pamphlet next to items explaining the holiday’s history.
- Highlight local community initiatives or Black vendors during the month of June.
Any of these approaches would’ve shown more effort—and more respect.
Moreover, It’s not just about cookie cakes. This moment is a reminder that brands don’t just “do diversity” one month or one holiday at a time. It’s something that needs consistent effort with a thoughtful approach to avoid the risks of looking out of touch or even worse, disrespectful
Companies need to go beyond surface-level gestures. That means hiring diverse teams, listening to those voices, and giving them decision-making power. It means learning history and putting intention behind every campaign or product rollout.
What’s Next?
Kroger hasn’t released a detailed plan for how they’ll handle Juneteenth in the future, but the pressure is on. Customers are constantly alert. They want something to change, not generic apologies.
Conclusion
Lastly, this isn’t just a story about a poorly decorated cake. It is about the sentiments and what that cake symbolizes to millions of people.
And, in Kroger’s case, this attempt was a result of a lack of understanding, care, and a missed opportunity to uplift a powerful story of liberation.
Kroger had a chance to be a part of the story. But instead, they became a poor example of how not to do things. However, they still have the opportunity to get it right next time.
