Doughnut giant Krispy Kreme has announced it will change its name - because people in the UK are confused over the correct pronunciation.
It could be an April Fool, but the company is insisting that they are starting a major rebrand to change the name from 'Krispy Kreme' to 'Krispy Cream'.
Krispy Kreme, which has a kiosk in Liverpool ONE , shared the news on their social media channels.
In a newsletter to dozens of customers, they said: "We are excited to announce that Krispy Kreme in the UK will now be known as Krispy Cream.
"We launched 14 years ago into the UK and since then there has been a great deal of confusion amongst our British fans as to whether the name is pronounced Krispy 鈥楥ream鈥?or Krispy 鈥楥rème.?/p>
"The pronunciation hasn鈥檛 been the only problem: since 2015, there have been over 30,000 independent tagged posts on social media spelling Krispy Kreme incorrectly.
"Therefore, we鈥檝e taken the decision to set the record straight once and for all and re-brand in the UK as Krispy Cream."
The statement added that they would be keeping the iconic Bow Tie logo and will start to introduce the new branding across the country for new store logos, staff uniforms and doughnut boxes.
They added: "This is a huge logistical operation so please be aware that there will be a transitional period as the change is activated in our 90 stores & 700 cabinets across the UK.
"For those of you who might be worried about the products themselves, please don鈥檛 be! The quality of our doughnuts will remain of the highest standard and in line with the delicious original recipe that our founder Vernon Rudolph made famous almost 80 years ago."
However a lot of doughnut fans were suspicious about the timing of the name change.
One fan even offered advice on how to change their social handles, to which Krispy Kreme said they were in the process of doing.
Another asked why they just change the name to 'Crispy Cream' if they are going to all this effort.
And another tweeter couldn't understand how people could possibly pronounce the name wrong.