Popular fast food chain Burger King has waded into the contentious cultural debate over homosexuality with the creation and sale of its first-ever gay pride burger.

Known as the Proud Whopper, the beef-burger is being sold at only one Burger King location in downtown San Francisco, California, though it has gained national attention.

Tucked inside rainbow-colored packaging, text on the inside of the wrapper reads, “We are all the same inside,” according to USA Today.

The Proud Whopper has sparked a variety of reactions. See some of them below:

Burger King, a sponsor of San Francisco’s Gay Pride Parade, said that the decision to make a definitive statement on homosexuality was rooted in the company’s brand identity — and its new slogan, “Be your way.”

“It showcases who we are as a brand,” Fernando Machado, senior vice president of global brand management, told USA Today. “It shows how we, as a brand, believe in self-expression.”

The company posted a video on its official YouTube channel showing what happened when it decided to unveil its newfound whooper.

Watch people react to the Proud Whopper below:

The burger will remain on sale until Thursday.

(H/T: USA Today)

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