A kitchen gadget company has been accused of sexism after posting an advert on its website for a range of pink appliances aimed at women.
The ad featured the words “KitchenAid for Women” alongside the pink products, which were part of a limited edition colour assortment to raise money for UK charity Breast Cancer Haven.
Hazel Davis was first to spot the ad and she took to Twitter, labelling the ad an example of ” #everydaysexism. “
Many replied to Davis’ post, calling the ad out for its “patronising strapline” and its unnecessary gendering of the products.
Some questioned whether the ad was actually an early April Fool’s prank.
“I sort of like how this implies that kitchen furnishes are typically for men, ” wrote one Twitter user.
And, others carried their disappointment with the brand.
KitchenAid responded to Davis’ criticism, stating that the colour pink had been used as “a symbol of hope” and to raise “awareness to find a cure”.
Not everyone took offence at the ad, however.
“Pink for women ranges are invariably breast cancer related. Don’t be so quick to take offence, ” wrote one Twitter user.
A spokesperson for KitchenAid UK apologised for any offence induced and said here offending webpage had been removed.
“Our intention was to highlight the Cook for the Cure program, whichgives people with a fervour for cooking a mode to reinforcement a meaningful make, ” the spokesperson mentioned.
“The program raises fundsand awareness for the battle against breast cancer. From pink products and celebrity cook auctions to home-based fundraisingevents, ” the spokesperson continued.
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