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Dunkin Donuts have apologised to Liverpool fans and have immediately withdrawn a mocked up version of the club's crest replacing the 'eternal flames' in memory of the Hillsborough disaster's 96 victims with milkshakes.
The US coffee and donut chain, which is one the club's global commercial partners angered supporters after posting a tweet with the conceptual crest which also replaced the Shankly Gates with donuts and the words 'You'll Never Walk Alone' with 'America Runs On Dunkin'.
The company realised it had made a gaffe after being inundated with tweets from irate fans of the Merseyside club.
Today the company said in a statement: "We apologize for any insensitivity regarding our tweet supporting an LFC-themed promotion featuring the LFC crest.
"As a proud partner of LFC, we did not intend any offense, particularly to the club's supporters. We have removed the tweet and halted the campaign immediately."
<blockquote class="twitter-tweet" lang="en-gb">Do you wanna tell <a rel="nofollow" target="_blank" href="https://twitter.com/DunkinDonuts" class="body-link" data-vars-item-name="BL-92256-https://twitter.com/DunkinDonuts" data-vars-event-id="c23">@DunkinDonuts</a> how bad replacing the eternal flame with coffee is or should we? <a rel="nofollow" target="_blank" href="https://twitter.com/hashtag/LFC?src=hash" class="body-link" data-vars-item-name="BL-92256-https://twitter.com/hashtag/LFC?src=hash" data-vars-event-id="c23">#LFC</a> <a rel="nofollow" target="_blank" href="https://www.awin1.com/awclick.php?mid=9&id=222025&p=http://t.co/qnJRkEVDGT" class="body-link" data-vars-item-name="BL-92256-http://t.co/qnJRkEVDGT" data-vars-event-id="c23">pic.twitter.com/qnJRkEVDGT</a>— Kop Magazine (@TheKopMagazine) <a rel="nofollow" target="_blank" href="https://twitter.com/TheKopMagazine/status/570721866685554688" class="body-link" data-vars-item-name="BL-92256-https://twitter.com/TheKopMagazine/status/570721866685554688" data-vars-event-id="c23">February 25, 2015</a>
