Shoppers are rallying behind a Devon ice cream parlour after a cheerful visit from married influencers Nick and Ant triggered homophobic abuse online. Taste of Sidmouth has condemned the comments, reaffirmed its welcome for LGBTQ+ customers and reminded everyone that small businesses can make a big difference simply by standing up for inclusion.

Essential Takeaways

  • A joyful visit turned sour: Nick and Ant’s gelato stop was celebrated with photographs before abusive comments appeared online.
  • The shop acted quickly: Taste of Sidmouth removed the worst remarks and publicly rejected homophobia.
  • A clear welcome: The Devon business says its doors are open to everyone and plans to keep supporting Pride.
  • Solidarity matters: Similar cases show that businesses and public figures are increasingly expected to challenge prejudice rather than ignore it.

A sweet shop visit became an unwelcome lesson

The original moment was wonderfully ordinary: two men enjoying homemade gelato, posing outside a colourful Devon parlour with Ferrero Rocher and strawberry flavours in hand. Then the comments arrived, bringing a sour edge to what should have been a light-hearted social media post.

According to NBC Right Now, the shop faced online attacks after the LGBTQ+ couple’s visit. For a small family business, that sort of abuse can feel especially personal, because the post was celebrating customers, community and a proud local moment.

Taste of Sidmouth didn’t leave the remarks hanging. The owners removed the most offensive comments and made their position unmistakable: nobody should be targeted simply because of who they love.

Taste of Sidmouth draws a firm line

Owner Cathy Inglis said she was shocked that a positive post could attract homophobic reactions. Her response was direct, asking why people still believe it’s acceptable to attack two men in a relationship.

That clarity matters. Businesses often face a difficult choice when abuse appears online: delete it quietly, respond publicly or risk amplifying it. Here, the shop chose to moderate the worst material while also making its values visible, a balance many customer-facing brands are now having to navigate.

The business has also made inclusion part of its identity beyond this incident. It displays rainbow flags during Pride Month and says it will continue supporting the LGBTQ+ community, rather than treating the controversy as a one-off public relations problem.

Why public support can change the mood

Manager Sophie Inglis said the response from supporters had been overwhelming, with people sending messages of encouragement and thanking the shop for speaking out. That reaction reflects a wider expectation that businesses should do more than sell a product when their spaces become targets for discrimination.

Other reports show the same pressure playing out across entertainment, sport and social media. The Independent has covered performers facing racism, while Outsports has highlighted ongoing efforts to challenge homophobia in football. The settings differ, but the underlying question is similar: who is prepared to draw a line when prejudice becomes visible?

For customers, a public statement can be reassuring. It says that a rainbow flag is not merely decoration, and that a welcoming message still applies when doing the right thing becomes inconvenient.

What other small businesses can learn

The episode offers a practical lesson for independent shops and cafés. Clear community guidelines, active moderation and a simple plan for reporting abusive comments can help staff respond quickly without getting dragged into endless arguments.

It also helps to keep the tone firm and human. A statement explaining what happened, what has been removed and what the business stands for is usually more useful than trading insults with anonymous accounts. Screenshots and records should be retained where threats or serious harassment are involved.

Customers can play a part, too. Reporting abusive content, leaving supportive reviews and continuing to visit inclusive businesses are small actions, but they help prevent hateful comments from dominating the conversation.

A welcome that goes beyond one post

Taste of Sidmouth has told Nick and Ant that they will always be welcome. It’s a simple message, but after an ugly online pile-on, simple reassurance can carry real weight.

The wider reaction also shows why visibility still matters. When businesses stand beside LGBTQ+ customers in public, they make it harder for abuse to look normal or go unchallenged. As one shop’s bright gelato post demonstrated, kindness may be basic, but it’s still worth defending loudly.

It's a small business making a big statement: everyone deserves a seat, a smile and an ice cream.

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