WELL, this is awkward.

A New Zealand confectionary company has been forced to apologise to customers after penis-shaped lollies found their way into a pack of gummy bears.

Barrie Aburn’s three young daughters bought a bag of lollies from their local supermarket and gave them to him for his birthday.

When his family started to eat the sweets, they found a lolly in the shape of a penis and a gummy bear who was particularly well-endowed.

media_camera The unusual-looking gummy bear (left) and the phallic-shaped lolly that caused a great big fuss. Photo: Peter McIntosh/Otago Images.

The family were not amused.

“I find it disgusting,” Mr Aburn’s partner, Jacqui Hawkins, told the New Zealand Herald. “I don’t find anything amusing about it at all,” she said.

The head of the company who distributes the lollies, Dutch Rusk managing director Willem Van De Geest said he was unaware the “inappropriate” lollies existed.

“You have to look at it two or three times to think that doesn’t look right.”

media_camera It only took us one look to figure this one out. Photo: Peter McIntosh/Otago Images.

Mr Van de Geest said he had recalled the lollies and says the incident won’t happen again.

It is unclear which market the lollies were intended for, but Mr Van de Geest said the lollies were not considered offensive in Asia, where the phallic shape is considered a sign of fertility and wealth.

“They wouldn’t even blink an eyelid,” he said. “We see it as offensive. We don’t mind a hand or a foot being part of a lolly but we object to a breast or a penis.’’

We wonder what Willy Wonka would think of all this commotion?

Have you spotted these lollies in Australian stores?

Send us your pics at rebecca.sullivan@news.com.au or tag us on Twitter @newscomauhq

Originally published as Gummy bear penises cause outrage