It was only after announcing a “Krispy Kreme Klub” promotion did the company realize the acronym was already taken.

The Hull, England branch of the global chain announced “KKK Wednesday” as a part of program where kids could visit the store to decorate their own donuts, according to Business Insider.

Krispie Kreme UK posted this on its Facebook page:

The error was not lost on Facebook followers of the company.

“For those Brits who may not be familiar: the KKK was a society of American southern white male members of the Democrat Party who were wont to dress up like ghosts and dance around a burning cross before fanning out with torches (dipped in oil and burning, not flashlights) to commit unspeakable crimes,” one wrote, according to the UK Mirror.

The company soon realized the error and pulled the promotion.

Krispie Kreme UK apologized “unreservedly for the inappropriate name of a customer promotion at one of our stores.”

“All material has been withdrawn and an internal investigation is currently underway.”