Appliance maker KitchenAid is catching some heat from ‘feminists” for doing a nice thing. They introduced a line of pink products in which a percentage of the sales went to the UK breast cancer charity called Breast Cancer Haven. But they were heavily criticized.

Are you actually serious, KitchenAid? #letkitchenappliancesbekitchenappliances #everydaysexism@LetToysBeToys pic.twitter.com/1frF5bfpRz
— Hazel Davis (@hazedavis) March 17, 2017

The tweet has since been taken down, but Davis did not realize the “KitchenAid for Women” was a marketing slogan and not gender specific or sexist. The color pink was chosen because it is typically associated with the (surprisingly) pink breast cancer ribbon. KitchenAid replied:

@hazedavis This color edition to support @BreastCancerHaven in the UK. Pink as a symbol of hope. It raises awareness to find a cure!
— KitchenAid UK (@KitchenAid_UK) March 17, 2017

But because one person overreacted, the internet erupted and KitchenAid issued an apology.

“We apologize for any offense caused. The web page has been removed. Our intention was to highlight the ‘Cook for the Cure’ program. […] The program raises funds and awareness for the fight against breast cancer. From pink products and celebrity chef auctions to home-based fundraising events.”

An apology? For selling pink products? Outrageous.