Krispy Kreme UK has apologized for a Facebook post this week that advertised a local store’s “Krispy Kreme Klub” meeting as “KKK Wednesdays,” a spokesperson for the donut company told The Guardian.

Because the name is reminiscent of the U.S. white supremacist group, a spokesperson also told the Hull Daily Mail that it plans to change the name of these events — reportedly after-school activities for kids organized by the Hull branch.

The offensive sign has been taken down, but comments are still streaming in on Krispy Kreme UK’s Facebook page.

Krispy Kreme's KKK Wednesday is the most racist way to enjoy doughnuts this half term http://t.co/K6ILmXqX9N pic.twitter.com/uvEYa1hZH9

— The Independent (@Independent) February 17, 2015

Get The Brief. Sign up to receive the top stories you need to know right now. Please enter a valid email address. Sign Up Now Check the box if you do not wish to receive promotional offers via email from TIME. You can unsubscribe at any time. By signing up you are agreeing to our Terms of Use and Privacy Policy . This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. Thank you! For your security, we've sent a confirmation email to the address you entered. Click the link to confirm your subscription and begin receiving our newsletters. If you don't get the confirmation within 10 minutes, please check your spam folder.

Write to Olivia B. Waxman at olivia.waxman@time.com.