Walmart is under fire for its latest product launch celebrating Juneteenth.

Michael D Morrow | Shutterstock

The product in question, which is being called tone-deaf and angering the masses on social media, is a limited-edition Juneteenth ice cream that is being rolled out in honor of the new holiday.

Juneteenth commemorates the emancipation of African Americans from slavery in America on June 19, 1865, and almost all states recognize Juneteenth as a holiday in some capacity, the date being officially made a federal holiday last year.

But now U.S. retailer Walmart is being called out for trying to capitalize on the holiday by pushing out a product that doesn’t appear to benefit or profit the African American community in any way.

The Celebration Edition: Juneteenth Ice Cream was released under Walmart’s Great Value brand and is a mix of red velvet and cheesecake flavored ice creams.

Related: Walmart Might Soon Be Rolling Out Its Own Cryptocurrency

“Share and celebrate African American culture, emancipation and enduring hope,” the original container of the frozen treat said.

Many took to Twitter to call Walmart out for missing the mark, with many users noting that none of the proceeds of the ice cream were going toward helping any Black-owned businesses and that the flavor appeared to be lifted from Black-owned ice cream company Creamalicious.

“Wow thanks Walmart for your contributions the culture,” one user wrote sarcastically.

Related: 20 Brands That Are Actually Making Progress on their Commitments to Serving the Black Community

Others dubbed the product a “bargain version” and a “cheap copycat” of Black-owned Creamalicious’ Red Velvet Cheesecake flavor.

Amid the backlash, Walmart pulled the Juneteenth ice cream from shelves and online.

“We received feedback that a few items caused concern for some of our customers and we sincerely apologize. We are reviewing our assortment and will remove items as appropriate,” Walmart told CNN in a statement.

Walmart did not immediately respond to Entrepreneur’s request for comment.

As of late Tuesday afternoon, Walmart was down around 12.5% year over year.

These Co-Founders Are Using ‘Quiet Confidence’ to Flip the Script on Cutthroat Startup Culture and Make Their Mark on a $46 Billion Industry

My 7-Year-Old Daughter Started Selling Eggs. Here’s What She Taught Me About Running a Startup.

Why You Need to Become an Inclusive Leader (and How to Do It)

Career Transitions You Can Make in Your 40s and 50s

Billionaire Naveen Jain Is an Expert at Disrupting Fields He Has No Experience In. His Secret Sauce for Building Multi-Million Dollar Companies? ‘You Have to Come as Naive.’

4 Principles to Develop Next-Level Leadership at Your Company

This Filipino American Founder Is Disrupting the Beverage Aisle by Introducing New Flavors to the Crowded Bubbly Water Market