Supermarket giant Sainsbury's has swiftly removed a Christmas card from its shelves following accusations that the product was transphobic and mocked the experiences of transgender people.
Card Sparks Immediate Backlash
The card in question depicted the classic Dr Seuss character, The Grinch, alongside the text: 'This Christmas, I'm identifying as a Grinch.' It was spotted in a Sainsbury's store in Berryden by trans journalist Sophie Molly, who posted an image of it on social media.
Ms Molly described the find as a 'transphobic Christmas card' and called on the retailer to do better. Her post ignited a wave of criticism from the trans community and allies, who argued that using the phrase 'identifying as' in a frivolous context belittles the serious and lived experience of transgender individuals.
Sophie Molly told PinkNews that when cisgender people joke about identifying as objects or fictional characters, it directly invalidates trans identities. She added that given the current climate of hostility towards trans people in the UK, seeing such a card on sale was particularly worrying.
Publisher Apologises and Withdraws Design
In response to the controversy, both the card's publisher and Sainsbury's took rapid action. Jennie Rutter, the creative director at the publishing company, issued a public apology.
'It was in no way our intention to cause anyone in the trans community offence,' Ms Rutter stated. 'We will remove this design from our range immediately.'
A spokesman for Sainsbury's emphasised the company's commitment to inclusivity, saying: 'At Sainsbury's, we're committed to being an inclusive retailer where people love to work and shop.' The spokesman confirmed they value all customer feedback on their Christmas card designs. It is understood the card will be withdrawn from Sainsbury's stores across the UK.
A Divided Reaction to the Decision
While the move was welcomed by those who found the card offensive, it also drew criticism from some gender-critical campaigners. Venice Allan described the decision to pull the card as 'extreme'.
Ms Allan suggested to The Telegraph that the card resonated with people who are sceptical of gender identity discourse. 'It shows you how people are laughing at this idea of identifying as transgender and social justice discourse in general,' she said, arguing that the removal stifles humour on a topic many find absurd.
This incident highlights the ongoing and deeply polarised national conversation around gender identity, free speech, and inclusivity in the UK, with a simple Christmas card becoming an unexpected flashpoint.
