Kraft Heinz has come under fire for how it responded on social media to a customer who says she bought multiple boxes of the brand’s gluten-free mac and cheese, none of which contained cheese sauce packets.

After sending Kraft Heinz several customer service emails, Abby Engel took to TikTok on Tuesday to ask why the brand’s gluten-free mac and cheese boxes from several different grocery stores did not contain cheese sauce packets. Engel says she was diagnosed with Celiac disease five years ago and that mac and cheese is her comfort food. Engel’s original TikTok has 2 million views and over 8,000 comments as of writing.

Kraft Mac and Cheese commented on her video: “Hello. We apologize for this issue. We’re not having any quality issues with our gluten-free Kraft Mac and Cheese.”

Engel, and other TikTokers, did not appreciate the tone of the reply, especially after Engel said that the brand had commented on another video that they had already reached out to her when they had not. (In her first video, Engel mentioned that they had sent her a coupon to buy another box, only for the problem to occur again.)

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“The way I would never buy Kraft again if I was the one experiencing this and they responded this way?!?” one person commented.

Now, Kraft’s gaffe has opened the door for other brands to share their gluten-free options with Engel and potentially win over other gluten-free consumers. 

As of yesterday, Stouffer’s had already sent Engel boxes of frozen gluten-free sides and chicken enchiladas, and California Pizza Kitchen sent her several cauliflower crust gluten-free pizzas.

On Thursday, Engel posted that Kraft did reach out to her and she spoke to “an executive named Larry.” Engel said that Kraft is conducting an internal investigation and that the food giant did not ask her to take down any videos.

“Our team has been in touch with Abby to apologize for her experience and to make things right,” a Kraft Mac and Cheese spokesperson told Ad Age via email. “We are working closely with our response teams to ensure all future inquiries are treated with the care and respect they deserve. Our Quality Assurance team is also diligently investigating the production issue to determine the root cause and to fix it.”

Engel says she bought the mac and cheese at Walmart, Kroger and Meijer’s, and praised those representatives for reaching out to her. Walmart said they would also reach out to Kraft Heinz directly.

The issue has highlighted how important social media teams are when it comes to addressing consumer concerns. They are often the first employees to hear of consumers’ concerns around products and have the ability to quickly resolve complaints. Viewers of Engel’s video pointed to California Pizza Kitchen, which was praised for how it handled an incorrect delivery order. In July, a woman had ordered mac and cheese, only to be given the cheese sauce and no noodles. Shortly after, the chain sent her a box of uncooked pasta as well as certificates for free mac and cheese and pizza for a year. California Pizza Kitchen even took it a step further and made mac and cheese half-off for all customers for the rest of the month.

Amy Cotteleer, partner and chief experience officer at ad agency Duncan Channon, said Kraft “misunderstood the level of scrutiny brands are under in the social sphere,” adding that its response “feels like something a bot would write and at worst, suggests that a very loyal customer of theirs is lying.

“It’s never good business to accuse a customer of lying, but it’s really bad business to do that to a loyal consumer that made a very sincere, very vulnerable, and very passionate video about your product,” Cotteleer said.

The incident has  given other mac and cheese brands a chance to challenge Kraft’s dominance in the mac and cheese category. Engel said that chickpea-pasta brand Banza and gluten-free mac and cheese maker Goodles have also reached out to her as of yesterday. Other followers have commented that Engel should try General Mills-owned Annie’s gluten-free shells.

TikTok creator and nurse Jen Hamilton also made a video about the matter, wondering why Kraft responded the way it did. Hamilton said that even if Kraft did not believe Engel, it would have been better to thank her for pointing out the issue and then send her several boxes of gluten-free mac and cheese. Hamilton’s video has nearly 4 million views.

Consumers are letting their frustration be known in Kraft Mac and Cheese’s TikTok comments.

“The problem isn’t us… it’s YOU.’ -Kraft” reads one.

“How about … you get: money and we get: the gluten free Mac n cheese box WITH the sauce packet that we actually paid for,” wrote another.

In her videos, Engel has repeatedly said that being Celiac has caused her anxiety and feelings of isolation. She added that she is grateful for those who have commented on her videos and for the brands that have reached out, showing that gluten-free consumers deserve good food too.

“To you, you might be commenting on a video because you’re mad at Kraft, but to me, as a gluten-free person, you are saying that I matter, I deserve to have good food,” Engel said in one video.

“I did not share this to get free product, or to make people mad at Kraft or anything,” Engle said in another video. “I just wanted the problem solved and this has turned into something so beautiful and so healing and so kind.”

The online gaffe comes after a judge recently ruled the company must face consumers in federal court who claim it lied about its macaroni and cheese containing “No Artificial Flavors, Preservatives, or Dyes.”