Krispy Kreme, you are fools.
Earlier this week, the doughnut makers announced that the firm had rebranded its name in the UK to Krispy Kream because customers in the UK couldn't work out how to pronounce the 'Kreme' correctly.
As soon as I read the story, I figured it was going to end up being an elaborate April Fool's Day prank.
The problem - IT'S CALLED APRIL FOOL'S DAY.
I know it's all about getting people talking - and maybe I'm becoming part of the problem by writing about the company today - but it was quite a dumb prank as it wasn't done on the day.