Krispy Kreme's whimsical spelling has long straddled the line between "friendly Southern grandma" and "racist country grandpa," but this week a UK branch of the donut chain accidentally went full hoods and crosses with an ad promoting "KKK Wednesdays."

Apparently short for "Krispy Kreme Klub Wednesdays," the store responsible for the sign says they didn't realize the initials had already been taken another, more famous KKK, until Facebook fans pointed out the unfortunate similarity.

On Tuesday, Krispy Kreme finally recognized their food-grade fuck up, removing the sign and issuing a formal apology:

"Krispy Kreme apologises unreservedly for the inappropriate name of a customer promotion at one of our stores," a spokeswoman for Krispy Kreme told the Guardian. "This promotion was never intended to cause offence. All material has been withdrawn and an internal investigation is currently underway."

Fortunately, the donut shop hasn't given up on hosting a kool kids' klub.

"We don't have a new name for the event yet," one Kremesman told the Hull Daily Mail, "but it is still going ahead this week."

[Images via AP Images/Facebook//h/t Uproxx]