Contains a claim that the packaging of Milram is a form of hateful action or offense
The Milram Design Edition, a colorful and modern redesign of the Milram cheese packaging, has caused a stir in the news, sparking debates and polarized opinions among consumers.
According to DMK, the company that owns the Milram brand, the new packaging design stands for community and enjoyment, immersing itself in the modern, diverse everyday life. The designs, illustrated by Berlin-based Josephine Rais and three other artists, feature vibrant and lively images of couples, families, and groups, reflecting the diversity of society.
However, not everyone is pleased with the change. Critics argue that the packaging injects "woke" diversity marketing and political messaging into a product traditionally seen as neutral, with some consumers feeling that the colorful, diverse images turn the cheese packaging into a platform for ideological statements rather than focusing on quality or flavor. One commentator described the packaging as similar to a "wahlkampfveranstaltung" (election campaign event), suggesting it is overly politicized for food packaging.
There are calls for boycotts by consumers who view the design as pushing political propaganda in places (supermarkets, breakfast tables) where people simply want an uncontroversial product with no social commentary. The campaign has been described as "too woke" by right-leaning audiences, illustrating that the packaging sparked polarized opinions along political lines. Critics on the right see the packaging as emblematic of excessive "wokeness" even on trivial items like cheese.
Racist remarks have been found in the social media comments about the Milram packaging designs, with right-wing extremist Martin Sellner expressing upset about the Milram packaging illustrations featuring people with dark skin. However, Rais, the illustrator of the Milram packaging design, has stated that she is observing the comments and hate messages and if necessary, they would be reported.
Despite the backlash, Milram has distanced itself from the hate in social media regarding its packaging designs. Rais, too, has received support and encouragement on social media regarding her Milram packaging design. DMK has maintained that the Milram packaging design is deliberately apolitical, with the intention of reflecting diversity and inclusion as part of its brand identity or marketing innovation.
In summary, the criticism of Milram's diverse illustrations on cheese packaging revolves around the perception that the brand introduced ideological messaging and diversity marketing in a space where many consumers expect neutral, taste-focused packaging. This has led to polarized reactions, with accusations of politicizing food products and calls for boycotts from some consumers. However, the company has maintained that the designs are intended to reflect the diversity of society and are part of its brand identity or marketing innovation.
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