Parts of the UK may have just had blizzards, but - in anticipation of warmer weather - B&M has started selling ice lollies for dogs.
However, the budget-friendly retailer caused more than a little confusion when it promoted the products on Twitter. While this March has been tipped to be one of the coldest on record, the store was advising owners to pop the pack of cool treats into the shower instead of the freezer.
The slightly awkward slip came on Friday morning when B&M's social media team informed shoppers that the store was stocking up on ready-to-freeze dog treats called Pup Ice. In their sales blurb on Twitter they stated: "We're gearing up for warmer days and brighter nights; these pup ices will also help your pups get in the mood! Zero per cent added sugar; simply pop them in the shower and wait!"
They went on: "Two for £4 or £2.50 each! They're for dogs, not humans — we feel like we need to make sure you're aware!"
Kathryn Jane was quick to respond to the odd instruction. She tweeted, with a laughing emoji: "Pretty sure you mean pop them in the freezer not the shower."
And then a reader named Sue offered B&M some advice. She said: "You got some newbies on your social media B&M ? Suggest you have a quiet word about getting in the mood in the shower???"
Shopper Becky added: "You may need to get your shower looked at if it's cold enough to freeze an ice pop."
Jason Wakeham waded in with: "Shower? Do you need a coffee? Is there to much blood in the caffeine stream?"
And one wag using the Twitter handle Gadget Blogger moaned: "I popped them in the shower and they’re nowhere near as good as my usual shower gel."
Eventually, just before 1 o'clock this morning (Sunday, March 12), B&M stores came back on to social media to hold up their hands over the chilling error. "Freezer," they said. "Not shower."
They added: "Shower for washing , freezer for freezing."
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And then they had to clarify their meaning once again, saying: "Washing yourself, we mean. Don't wash the pup ices in the shower, they'd melt. You silly sausages."
After being quizzed by a Twitter user on whether the publicist had been drinking, a user called Bridgey added a sobering comment, partially in defence of the clumsy caption writer. They wrote: "The worst part is people are daft enough to do this. They’re just covering their back. "
However, the confusion didn't stop there. Although the product is called Pup Ice, a small label at the top right of the packet inside a paw print reads: "For adult dogs."
The Pup Ices are available in range of flavours and styles, including Banana & Chocolate and Strawberry & Blueberry Rocket Lollies, Vanilla & Peanut Butter or Strawberry Waffle Cones, and Watermelon or Pineapple Fruity Lollies.
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