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 range 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 supplies are typically for men,” wrote one Twitter user.
And, others expressed 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 caused and said the offending webpage had been removed.
“Our intention was to highlight the Cook for the Cure program, which gives people with a passion for cooking a way to support a meaningful cause,” the spokesperson said.
“The program raises funds and awareness for the fight against breast cancer. From pink products and celebrity chef auctions to home-based fundraising events,” the spokesperson continued.