An innocent ad for Cheerios cereal got the better of internet commenters this week. The ad shows a young girl talking to her mother about Cheerios and then cuts to her father, who has apparently fallen asleep on the sofa in a pile of the cereal. So what could possibly the issue here? The mother in the ad is white, while the father is black. That’s all. Apparently, the mere visual of an interracial family is enough to spark hate speech and racist comments about Nazis, racial genocide and viewers so disgusted they “want to vomit,” New York Daily News reports.

The backlash was so strong that comments on the video have now been disabled. Nevertheless, General Mills is sticking to the message of the video: diversity is a good thing.

“Consumers have responded positively to our new Cheerios ad,” Camille Gibson, the cereal brand’s vice president of marketing, told the Daily News in a statement. “At Cheerios, we know there are many kinds of families and we celebrate them all,” she said.

The ad has received a lot of very positive feedback as well, with users posting their messages of support and approval on Cheerios’ Facebook page.

“Having been mixed in the 70s, I’d like to thank everyone at Cheerios for making a commercial with an interracial couple!” Beschelle Lockhart wrote. “Going to buy boxes today! Many thanks for reflecting what my family looked like.”

Cheerios, changing the world one full grain honey hoop at a time.