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Walmart is back tracking At the release of its quintessential ice cream after taking heat on social media for using the holiday as a marketing ploy to promote ice cream under the guise of the emancipation of enslaved African-Americans.

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Red Velvet & Cheesecake Flavor Ice Cream Was labeled: “Share and celebrate African-American culture, emancipation and enduring hope.”

The Daily Show Correspondent Roy Wood Jr. was among those who poked Arkansas-based big box store capitalizing on Juneteenth holiday with roll out of ice cream and branded party Upholstery,

Walmart did not immediately respond to Forbes’ request for comment.

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