Walmart has pulled its Great Value Celebration Edition Juneteenth Ice Cream from shelves following a social media uproar and a call to remove the product by Bridge, a group focused on diversity in the marketing industry.

The retailer has removed the ice cream from stores and online, according to a person familiar with the matter. A spokeswoman for Walmart said the retailer continues to review its Juneteenth product assortment.

There remains much assortment to sort. On Walmart.com, a myriad of Juneteenth-related merchandise, largely from third-party sellers, including holiday-themed bottled water, wine, Bingo games, T-shirts and other apparel, often shown on white models, remains for sale.

“It’s great Walmart listened to the concerns and did the right thing,” said Sheryl Dajia, CEO and founder of Bridge. “I would encourage them that the next step is to increase the cultural competency of their leaders and bring diverse voices to the table during the product development process all the way through sales.”

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On the broader assortment of Juneteenth merchandise at Walmart and beyond, Dajia said, “Everyone should look at what they’re doing around Juneteenth and make sure there’s not any form of cultural appropriation of commercialization.”

Bridge was founded in large part to “elevate the voices of chief diversity officers,” she said, and companies having people in that role weigh in on plans for Juneteenth marketing would be one way to help.