Calls for a boycott of Hershey’s products erupted on Twitter Wednesday over the company’s decision to feature a transgender woman in its International Women’s Day promotion in Canada.

On March 1, Hershey’s reintroduced its special edition labeled “SHE” bars to “shine a light on the women and girls who inspire us every day.” The bars were originally rolled out in 2021 for International Women’s Day, which is celebrated on March 8.

In Canada, Hershey’s promotes “HER” bars and its campaign features five women, including Fae Johnstone, a transgender rights activist.

“Honoured to be featured in this campaign by @Hersheys Canada for #InternationalWomensDay alongside 4 brilliant sisters and change-makers,” Johnstone tweeted.

Johnstone is pictured on one of the bars and she is featured in the advertisement.

“We still have a long way to go in the fight to end misogyny, patriarchy and gender-based violence,” she tweeted. “I hope this campaign helps give more young women and girls role models and possibility models. And shows them how we can … change the world, together.”

GOPUSA Editor: The choice of pronouns used in this article is that of the Patriot-News writer.

But many people on Twitter were upset with Johnstone’s inclusion in the campaign.

“You get the feeling that these companies *always* despised women — they were just waiting for the right moment to stick it to us,” tweeted Abigail Shrier, author of “Irreversible Damage: The Transgender Craze Seducing Our Daughters.” “Here’s the thing about real women, Hersheys: we have long memories.”

Hershey didn’t respond when reached for comment.

The issue of transgender rights has received a backlash in recent years.

Former Pennsylvania Gov. Tom Wolf vetoed a bill that would have limited transgender youth participation in scholastic sports. A teacher in Beaver County was reinstated last year after being suspended over refusing to use a student’s preferred pronouns.

University of Pennsylvania swimmer Lia Thomas made headlines as the first trans woman NCAA champion in Division I history after finishing first in the women’s 500-yard freestyle event and recording the fastest time of the NCAA season.

International Women’s Day originated in the U.S. and European suffrage movements of the early 20th century. The United Nations adopted the day in 1977.

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