San Antonio, TX — A local supermarket chain, now previously known as H-E-B, announced tonight they are changing their name, after a recent rise in antisemitism has caused some negative responses to their well known brand. H-E-B’s Public Relations Representative, Peter McPeterson, gave a press conference tonight on the matter.

“For many years, H-E-B has been confused as a Jewish company, as people think the name is pronounced ‘Heeb,’ short for ‘Hebrew.’ After the events of the past month, tonight, I can say, with absolutely no hesitation whatsoever, that we are distancing ourselves from the Hebrews, which is why we have decided to change our name to P-A-L. This doesn’t stand for anything, it just means we are your pal. Unless you’re Jewish, of course. Then we are not your pal. You can go shop at Trader Jew’s. Subsequently, our mascot’s name will also be changing from H-E-Buddy to H-E-Pal, because he is also your pal. Yes that’s what the new name means. We are pals.”

McPeterson said the name change will be effective immediately, with store signage modifications and re-branding happening throughout the week. Gift cards and rewards will still be accepted. A 23 and Me DNA test will be given at the door for anyone wishing to shop there.