Doughnut shop Krispy Kreme is to change it's name in the UK because British people have trouble pronouncing it correctly.
There is also confusion on social media as many don't know how to spell it properly either.
Now called Krisp Cream, the company hopes to end the quandary over whether to pronounce Kreme as 'cream', like the milk derivative, or in the French form of 'crème'.
Charlotte Roberts, Head of Marketing said: “The company re-brand is a strategic decision made in acknowledgement that our UK customers have struggled with the pronunciation of ‘Kreme’ since our launch into the UK in 2003.
"We hope that the re-brand will settle any confusion as to both the pronunciation and spelling of the name for our customers.”
“We want to reassure our loyal fans that the quality of our doughnuts will remain of the highest standard and in line with original recipe that our founder Vernon Rudolph made famous almost 80 years ago.”
There will be a transition period whilst new branding is activated in the remaining 90 stores and 700 cabinets within retail partners.