Apparently this month, it’s going to be a lot more difficult to find your Brawny Man:

More from TIME’s Motto:

The next time you buy some paper towel rolls, you might notice a big change in one brand’s packaging. For Women’s History Month, the iconic Brawny man is being replaced by a woman.

The new packaging features a woman wearing the classic red and black flannel shirt. You’ll be able to purchase the limited-edition eight-roll packages during the month of March in Walmart stores across the country.

It’s all part of the paper towel brand’s #StrengthHasNoGender initiative, which is in its second year. The campaign was started by Georgia-Pacific, Brawny’s parent company, in an effort to champion women in STEM fields (Science, Technology, Engineering, and Math).

Can’t they champion women without getting rid of an iconic man?

Needless to say, plenty of women are super-stoked:

But would they still be as excited if they knew about this?

Uh-oh … that’s highly problematic!