During the week, McDonald's Portugal released a limited editon ice cream for Halloween.

And it was called... the bloody sundae or more specifically, 'Sundae, Bloody Sundae'. I mean, really lads? Anyway, naturally the internet kind of blew up at how deeply insensitive the whole thing was. And now, McDonald's has apologised. The fast food chain has pulled the campaign from restaurants in Portugal, saying: "The campaign was intended as a celebration of Halloween, not as an insensitive reference to any historical event or to upset or insult anyone in any way."

Portugal is cancelled. pic.twitter.com/X1egoGRq9j

— MyLimes Na gCopaleen (@bigmonsterlove) October 30, 2019

The situation first came to light on Twitter, when a snap of the promotion was shared. "Portugal is cancelled," read the tweet, along with a picture of the limited edition ice cream. The reaction online was mixed. Some were coming to the defence of the Portugese people, saying that they wouldn't realise the ice cream was offensive. Others were not as forgiving as Bloody Sunday is thought of as one of the worst days of the Troubles. 13 people were killed when members of the Army's Parachute Regiment opened fire on civil rights demonstrators in Derry on January 30, 1972.