The U.K. retail outlet Marks and Spencer thought it was getting woke just in time for “Pride” month — but it turned out that it was instead accused of virtue-signaling to social justice warriors.

“In celebration of Pride festivities in the U.K., Marks and Spencer recently began offering its ‘LGBT’ sandwich — a guacamole-inclusive twist on a BLT.” reports Fox News. “But despite praise from some within the LGBTQI+ communities, the item raised more than a few eyebrows on Twitter, with some accusing the retailer of marginalizing the community and culture.”

Even though major companies rake in millions every year by marketing LGBT “Pride month” swag — some of which comes from countries with horrendous policies against that demographic — social justice warriors singled out Marks and Spencer for seeking to profit off of the LGBT movement.

“Shame on the good folks over at @marksandspencer for turning our culture and identity into a sandwich,” one woman wrote on Twitter. “Making an absolute mockery of lgbtq people.”

“I identify as #lesbian @marksandspencer[,] not a f—ing lettuce,” said another user. “Why don’t you make an ethnic minority or disability sandwich while you’re at it!!”

“Good Morning Britain” host Piers Morgan simultaneously called the sandwich “truly pathetic” on Twitter. “Is there no cynical virtue-signalling depth struggling companies won’t now plunge to make a profit? Shame on you ⁦@marksandspencer⁩, this is truly pathetic,” he tweeted, according to The Sun.

In response, Mark and Spencer told Piers Morgan that it would be donating a portion of the proceeds to pro-LGBT causes. “Hi Piers. We have given our popular BLT sandwich a twist to celebrate Pride and raise £10,000 for akt the national LGBTQ+ Youth Homelessness charity,” the company tweeted.

Piers replied, “Will there be a white male straight sandwich option, or would that be deemed offensive?”

He continued: “Jeez, it’s not even 9am on a bank holiday weekend Saturday morning & I’m already enraged. Why is the world going so completely PC bonkers? #GaySandwiches #UnhappyBurgers #CelebrityVictims.”

Here are just a few other examples of the flack that Mark and Spencer received on Twitter:

A spokesperson for Marks and Spencer confirmed to Fox News in a statement that the “LGBT sandwich” was always intended to support “Pride month” — and not to necessarily boost the outlet’s bottom line.

Companies have increasingly used “Pride month” to market LGBT-themed materials. Last week, Bud Light announced it would be selling rainbow-colored bottles and donate some of the proceeds over to GLAAD. Burger King released a “Proud Whopper” in 2014 to celebrate gay pride week in San Francisco.

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