Professional football player Chad Ochocinco's cereal is being pulled from store shelves after it was discovered that a telephone number on the boxes is a sex line.
The cereal, OchocincO's, had a typO.
The Cincinnati Bengals wide receiver tweeted an apology Thursday after news of the phone number, which should have been to a Oklahoma City, Oklahoma-based charity, made headlines.
"Awe man I'm bummed about the cereal number mixup on the cereal, trying to do good and got messed up, of all numbers why that one!!! Sorry."
"That one" happened to have the wrong three-digit prefix, which connected to a sex line. Feed the Children's correct number is 1-888-HELP-FTC.
But how did this happen?
Tony Sellars, spokesman for Feed the Children, reached by CNN via phone Friday, said it was just an honest mistake.
"We sent the wrong number to the company to put on the box. We obviously didn't own the other number, thank goodness.
"Certainly we don't want this to overshadow all the good things that Feed the Children and Ochocinco are doing," Sellars said.
He said the company is making sure the mistake doesn't happen again and that all the cereal from the misprinted boxes won't be thrown away, but rather donated to food pantries.
As for the sex line? As of Thursday, it was disconnected.