Walmart (WMT) has come under fire for an ice cream flavor that has been circulating on social media that is meant to celebrate the upcoming Juneteenth holiday.

Juneteenth marks the end of slavery for Black Americans and has been made a federal holiday. In 2022, it will be observed on Monday, June 20.

But some on social media are calling the release of the celebration edition ice cream by Walmart racist and exploitative, as they accuse the retail giant of capitalizing off the painful history of slavery.

The ice cream, sold under Walmart’s Great Value brand, is a swirled red velvet and cheesecake flavor that is packaged in a carton that has an image of two Black hands with a yellow, green, red, and black background.

A message on the carton reads, “share and celebrate African-American culture, emancipation, and enduring hope.” A trademark symbol is enclosed by the Juneteenth name.

But consumers weren’t impressed with the presentation or the product from Walmart, calling out the retailer for even thinking of offering the Juneteenth ice cream.

One user on Twitter said, “no one asked for this @Walmart,” while another said the retail chain could “do better.”

Others on the social media platform criticized Walmart for comparing Juneteenth to a flavor of ice cream.

And another suggested buying ice cream from Black-owned companies for Juneteenth instead.

As of Monday at 1:34 p.m. ET, shares of Walmart were trading at $122.81, up $3.61, or 3.03%.

A Walmart sign is pictured at one of their stores in Mexico City A Walmart sign is pictured at one of their stores in Mexico City, Mexico March 28, 2019. Photo: Reuters / Edgard Garrido