Sainsbury’s apologises for Christmas card that’s ‘offensive to vegans’

Sainsbury’s has issued an apology after one customer shared their thoughts on an “unkind” Christmas card.

As the holiday season approaches, many of us are heading to our nearest stores and stocking up on the essentials – such as snacks, gifts, and – of course – Christmas cards.

However, one shopper who was recently browsing the shelves at their local supermarket was left feeling anything but festive after he spotted a Christmas card which he described as “the saddest, unkindest Xmas card” he’d ever seen.

The card depicts two pigs in the snow, with one pig telling the other: “Don’t worry, I hear we’re getting some blankets” – a humorously dark take on the popular Christmas food pigs in blankets.

Hello @sainsburys I know everyone’s sense of humour is different but I think this is the saddest, unkindest Xmas card I’ve ever seen 😥 I wonder if you’ll sell lots of them. pic.twitter.com/b6LbbpEcTS

— 🌵Sarf East Caff 🇪🇺 (@SarfEastCaff) November 4, 2023

In case you aren’t aware, pigs in blankets are a Christmas snack which are basically pork sausage wrapped in bacon.

But after spotting the card on the shelves at their local Charlton branch, the shopper (@SarfEastCaff) took to Twitter to message Sainsbury’s directly.

“Hello @sainsburys I know everyone’s sense of humour is different but I think this is the saddest, unkindest Xmas card I’ve ever seen,” they wrote. “I wonder if you’ll sell lots of them.”

Many other Twitter users agreed, with some even vowing to no longer shop at the supermarket giant ever again.

“I shan’t be even shopping in @sainsburys now – they are obviously not a very trustworthy brand if someone thought this was a good idea,” one person replied.

Pigs in blankets are a popular Christmas snack (Credit: Getty)

“That’s awful shame on you @sainsburys that is very offensive to vegetarians, vegans and basically animal lovers,” another added, with a third writing: “@sainsburys This is just sick! I’m sure your vegetarian and vegan customers love this”.

Even some meat eaters struggled to see the funny side, with another user tweeting: “I eat pork, but yeah. That’s incredibly bleak and sad.”

Following the online backlash, a rep for Sainsbury’s replied to @SarfEastCaff’s post, writing: “Hi there. Sorry about the tone of this card, I certainly understand your concern.

“Can you let me know which store you saw the card in and when please? I’ll look into this. Naomi.”

Further tweets reveal that the information had been passed on so that an internal review can occur.

The card was found in a local Sainsbury’s store (Credit: Getty)

However, despite the backlash, there were many social media users who supported the supermarket and certainly saw the funny side.

Responding to @SarfEastCaff, one person replied: “While I respect your right to have your own feelings about the card I hope you also respect my right to belly laugh because this card is hilarious.”

A second fan of the card added: “Do people realize Sainsbury’s don’t actually make the cards! And that an outside company comes in and fill the display up. Sainsbury’s probably don’t even know that they are there. I would send this card to someone because I know what dark humour is. Others unfortunately don’t.”

And while some thought the card was “sick” and disgusting”, others described it as “genius” and “brilliant”.

I guess we really are living in a time where people can be divided over anything… even a Christmas card.

Featured image: Getty

Article originally seen on VT.com.