Marks & Spencer has sparked controversy by launching an LGBT sandwich to celebrate gay Pride.
The twist on the traditional BLT, comes in rainbow packaging and adds guacamole to complete the LGBT acronym.
But critics, including some LGBT supporters, say the company has missed the mark.
A spokesman for M&S said: “The BLT is one of our most-loved sandwiches and we’re really excited to give it a delicious twist for our customers to enjoy while celebrating Pride season.”
The retailer released the sandwich to raise money for the ‘Albert Kennedy Trust’ and ‘BeLonG To Youth Services’ – charities for LGBT young people across the UK and Ireland.
The charities will receive a combined donation of up to £11,000.
Speaking on ITV’s Good Morning Britain, Piers Morgan criticised M&S, and later tweeted: “Gay sandwiches? Is there no cynical virtue-signalling depth struggling companies won’t now plunge to make a profit?”
One Twitter user commented: “These companies are really just taking any swing to seem ‘inclusive’.”
M&S caused similar controversy over its “Rainbow Sandwich” released to mark Pride in July last year.