Angry shoppers slam Tesco for ‘woke’ move to rename Gingerbread Men | UK | News
Tesco has been criticized by some customers after rebranding its gingerbread biscuits as “Gingerbread People” in a move aimed at encouraging inclusive language.
The change affects the supermarket’s Free From gingerbread range, which now uses gender-neutral wording on its packaging. Similar changes have previously been made by rival retailers, including Morrisons, and were intended to be more inclusive.
But the update sparked a backlash on social media, with critics accusing the retailer of being “woke” and abandoning tradition.
One shopper wrote: “Is this meant to boost sales or appeal to a woke generation?” Another added: “The only way to change the system is to not buy it. They will change their ways soon.”
Others have questioned the logic behind the change, arguing that the original term was not offensive. “So if there’s only one humanoid-shaped gingerbread in the package, could it be a gingerbread person? So what pronouns should they put on the package?”
Tesco has not publicly commented on the rebranding but it is understood it regularly reviews product names as part of routine range updates. Other gingerbread products labeled “Gingerbread Men” remain on sale, and the retailer has not indicated whether a name change is planned.
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Sainsbury’s and Morrisons have also come under criticism in the past for selling products labeled “Gingerbread People”. Morrisons previously said the change was made following customer feedback.
Professor Frank Furedi, Emeritus Professor of Sociology, University of Kent he told The Sun The response reflects broader cultural tensions over language and identity.
“The reaction to this is understandable,” he said. “People feel like they’re losing their language. The vocabulary people use in relation to ‘man’ and ‘woman’ is becoming culturally marginalized, and they feel deprived of their voice. People often ask why others can’t keep up with the changing reality – but who gets to decide what that changing reality is?”
The debate highlights ongoing divisions over inclusivity and tradition in branding; retailers are increasingly driven by cultural sensitivities as they respond to changing consumer expectations.
