(Screenshot via YouTube.)

British honey company Rowse has reimagined the classic “Goldilocks and the Three Bears” by nixing Goldilocks and making the trio honey-loving gay bears.

Matt, Joel and Phil present cooking recipes from their cozy cottage in the country as part of this three-part commercial series.

In the first episode, the three bears prepare a blueberry compote for their porridge, give a tip on keeping underwear warm on the stove and end with a group bear hug.

Jules Chalkley, creative director of ad agency BMB, told Ad Weekly they consulted the LGBT community while making the series.

“It was important to find the characters that would make it feel authentic and genuine, who we could trust to accurately represent the gay bear community. We cast and wrote very carefully, taking advice from people within the community, and encouraged the cast to co-write the scripts and be their genuine selves. Ultimately this is a funny and charming breakfast show for everyone and made with love and fun,” Chalkley says.

Watch below.