Krispy Kreme UK Apologizes for Accidentally Racist Promotion

Oh, alliteration...

MAIN-Krispy-Kreme-doughnuts-KKK

It’s no secret that people in England spell things differently. Like, what’s with that extra u in all those words — and why do they have to jack up theater by transposing the last two letters?

Our cousins from across the pond also sometimes fail to realize is that alliteration is not always the best idea. Just ask Krispy Kreme in Hull, England.

The business has a membership list for children who love those artery-hardening confectionery gems. It’s kind of a “club”…and some copywriters have already seen the problem.

Introducing the Krispy Kreme Klub. Yes. Way.

kkk krispy kreme

CNBC reports that this was all for the kids; only parents noticed the faux pas.

In an email to CNBC, Krispy Kreme Manager Public Relations/Media Relations Lafeea Watson wrote that the brand was “truly sorry for any inconvenience or offence this misstep may have caused our fans”:

“We do believe this was a completely unintentional oversight on the part of our longtime franchise partners in the UK. They have taken quick and appropriate actions to remove the materials online and in-shops, and have wholeheartedly apologized to their consumers. They have also assured us that they will be taking greater precautions with their publicity materials in the future.”

And this is why some shops just have the word “DONUTS” in the window. At times, that’s all it takes.

Less is more, people.