An all-white, limited edition of Skittles sold in the U.K. has ignited internet debate over what some critics are calling a tone-deaf marketing scheme to celebrate LGBT Pride month.

Skittles partnered with British retail chain Tesco for the second year to offer an all-white version of the candy in a black-and-white bag, following the launch of the #onerainbow campaign at London Pride last year.

Ads said that because "only one rainbow matters this pride," the multicolor candy would be going colorless in order to celebrate LGBT Pride month. It's celebrated every year in June—often with rainbow flags.

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This year, some social media critics were not so happy with the brand's all-white campaign, saying the move erases racial diversity within the LGBT community.

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"Happiness, fun and inclusion are at the heart of who we are," a U.K. spokesperson for Wrigley, the company that makes Skittles, said in a statement. "Any suggestion that this support for Pride is in any way racist is clearly wrong.”

Others still said they appreciated the marketing gesture and that the backlash was undeserved.

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"This campaign allows us to have great fun with our brand while also raising awareness of an important issue," the Wrigley statement said, adding that the campaign allows the Pride rainbow to take center stage.

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