Online critics are making calls to boycott Hershey after a trans woman was included on the chocolate bar’s wrappers for its International Women’s Day campaign in Canada.

The backlash is the most recent attack by conservative social media users against brands who they say are “too woke,” or in this case, “erasing women.”

#BoycottHersheys was the top trending topic on Twitter once users saw Fae Johnstone, a transgender woman and 2SLGBTQIA+ advocate, was one of five women who are being honored as part of the confectioner’s “Her for She” campaign.