February 17, 2015 12:32 PM EST

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

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

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