Every June, you can be sure to suddenly notice the corporate world take a vested interest in the LGBT community all over the world. Sure, it is good to see companies make a point of showing solidarity with marginalised communities like the one that celebrates its pride and struggle in June every year, but these efforts from corporate behemoths often have a whiff of so-called “pinkwashing”.

That is exactly why it is heartening to see companies doing something novel and different to reinforce their solidarity with the global LGBTQ community. One such instance occurred during Pride month this year, when the popular cookie brand, Oreos, released limited-edition “Pronoun Packs” to celebrate with some of the most marginalised among an already marginalised community.

This isn’t the first time that one of the world’s most popular cookie brands (fun fact: if all the Oreos ever produced – more than 490 billion – were to be stacked on top of one another, the pile would reach to the moon and back over six times) has come out in support of the LGBT community. The company shared a picture of an Oreo, filled with six layers of rainbow cream under the caption, “Proudly support love!” in 2012.

Partnering with the National Center for Transgender Equality, Oreo released special edition “Pronoun Packs”, featuring the pink, blue and purple of the transgender flag. The limited-edition packs were only given away at WorldPride in New York City, and the company has said that the cookies wouldn’t be available anywhere else. Pronouns were written on the cookies themselves, while the packaging encouraged people to share their preferred pronouns with others.

Reaction to Oreo’s Pronoun Packs was largely positive, and although some conservative groups did submit their fair share of complaints, Mara Keisling, executive director of the NCTE reiterated the importance of corporate giants adding their voice in support of the LGBT community.

“We are so proud to partner with Oreo on this campaign and grateful for their support for our work. It’s a sign of how far our community has come that business leaders across the nation are proud to show their support for inclusivity and representation of all identities,” said Keisling.