The snag was that the innocently named ‘Krispy Kreme Klub’ shared the same initials as the Ku Klux Klan – the fearsome US race hate group who mounted a terrifying campaign of violence against African Americans in the 19th and 20th centuries.

The event was planned as part of the doughnut vendor’s half-term activities for schoolchildren. However, Krispy Kreme’s Hull branch was inundated with complaints when it advertised KKK Wednesday on a billboard and posted about the event on its Facebook page.

The US-owned company acknowledged the oversight, saying: “Krispy Kreme apologises unreservedly for the inappropriate name of a customer promotion at one of our stores. This promotion was never intended to cause any offence. All material has been withdrawn and an internal investigation is currently under way.”

The Ku Klux Klan was a vicious and cowardly gang of robed and hooded white supremacists set up in Tennessee in 1866 to resist plans for racial equality. The vigilante group terrorised political leaders and campaigners who wanted greater integration. As late as the 1960s the KKK was committing violent attacks – including bombings and murder – in the United States’ deep south. The movement remains active even today.

Other events at Hull Krispy Kreme this week have included Colouring Tuesday and Face Painting Thursday.