Doughnuts can be distracting. So distracting that you might even forget about the long history of violent oppression of blacks in America's deep south.

That's exacttly what happened at Krispy Kreme store in Hull recently, when they failed to consider that the acronym they used to advertise their 'Krispy Kreme Klub' was shared by that commonly used by the Klu Klux Klan.

The Hull Daily Mail reports that the 'KKK,' which was advertised as a half-term activity between 'Colouring Tuesday' and 'Face Painting Thursday,' raised some eyebrows, and now the company has issued an apology:

"Krispy Kreme apologises unreservedly for the inappropriate name of a customer promotion at one of our stores.

"This promotion was never intended to cause offence. All material has been withdrawn and an internal investigation is currently underway." 

Krispy Kreme made a big mistake on Facebook earlier: http://t.co/RxbkoUEz3a pic.twitter.com/sxJ81zYvYn

— Mashable (@mashable) February 18, 2015