The snack associated with so many childhood memories is causing some controversy.

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On Monday, June 25, Oreo posted a photo of an Oreo with rainbow stuffing on their Facebook page with the caption “Proudly support love.”

The some 35,000 comments under the post were reflective of the mixed reception: some were supportive of the Kraft brand’s statement—others were openly critical of the move, saying they will no longer buy the product.

The image is part of a “series of daily ads reflecting current events in a fun way using images of OREO cookies and milk,” said Kraft Foods spokeswoman Basil Maglaris.

The company is not planning on selling the rainbow-stuffed cookies in stores—the Oreo was created for the ad campaign in honor of Pride month, she said, according to ABC News.