Vermont-based ice cream company Ben & Jerry’s tweeted its support of the Black Lives Matter movement yesterday (October 6) and shared a lengthy post that asks readers “to join us in not being complicit” in the devaluation of the lives of Black people.

The reaction was huge, with some reportedly threatening a boycott and others expressing their love for the brand, which has long positioned itself as socially conscious. But the best reaction came in the form of the hashtag #BenAndJerrysNewFlavor. The trolls are out (as well as the folks who have no idea why the hashtag is trending), but many people are using it as an opportunity to both align the brand with aspects of Black culture and amplify the message that a structural racism is literally killing people of color. Here are our must-see tweets.