That's just supermarkets.
For those arguing over the rainbow flag:
The NHS flag / rainbow colours are: Red / Orange / Yellow / Green / Blue / Indigo / Violet <-- GNE uses this to be fair.
The Pride flag is: Red / Orange / Yellow / Green / Indigo / Violet
Anyone using the 2nd flag as their branding and mentioning Covid-19 / NHS or whatever else has blatently diverted their pride stuff to a cause with a 'bigger audience' and it's purely marketing especially if it involves profits.
The GNE one imo is just bad timing.
The NHS colour scheme also happens to be the Quecha / Inca flag in South America.
When I was out there some years ago, I remember a tourist saying Cuzco seemed to be the gayest city in South America until he was put in his place.