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Entenmann maker apologizes for 'insensitive' tweet

Every writer needs an editor, even if you scribble on Twitter about crumb coffee cake and doughnuts. Bimbo Bakeries, maker of Entenmann's products with U.S. headquarters in Horsham, learned that Tuesday after a Twitter message posted under the Entenmann's banner made a connection, at least for some, between the guilty pleasure of eating pastries and Florida mother Casey Anthony's acquittal of murdering her daughter.

Every writer needs an editor, even if you scribble on Twitter about crumb coffee cake and doughnuts.

Bimbo Bakeries, maker of Entenmann's products with U.S. headquarters in Horsham, learned that Tuesday after a Twitter message posted under the Entenmann's banner made a connection, at least for some, between the guilty pleasure of eating pastries and Florida mother Casey Anthony's acquittal of murdering her daughter.

The Entenmann's tweet, preserved by TechCrunch, read: "Who's #notguilty about eating all the tasty treats they want?"

Immediately, there was bedlam among Twitterati. Entenmann's pulled the tweets and posted two others, apologizing and saying the company's tweeter didn't realize the faux pas. The second of the two read: "Our #notguilty tweet was insensitive, albeit completely unintentional. We are sincerely sorry."

The company's media-relations group could not be reached for comment by old-fashioned telephone.
- David Sell