Starbucks is releasing brand new cups with a Pride-themed rainbow makeover in the wake of the Pride month in the USA and Canada. The cup hit shelves this week and is retailing at $16.95, with the coffee chain saying it will celebrate “pride, kindness, love, and diversity.” The cup—which also features the word “Love”—will be only a starting point, a tiny part of celebrations, as this Pride month is the 50th. Starbucks said that they are committed to advocating for the LGBT+ community and said they strive to create “a culture of belonging, inclusion and diversity” in their stores. “In addition to health benefits for partners in LGBTQ relationship, the company has also supported partners who are transgender or considering transitioning, and even broadened health care coverage to include gender reassignment surgery.” The social media users are excited about the new cups. Starbucks has made a name for itself as an inclusive employer for LGBT+ people. Starting from 2018 they are funding the comprehensive care for their transgender workers.