Early Monday morning, the BYU public relations team was a flurry of activity, fielding calls, hate-mail and twitter death threats after BYU officially announced their newest creamery milk flavor. Chocolate MLK, a dark chocolate milk in a limited release bottle, was announced Sunday night from Brigham Young University.

Hoping to continue on their hot streak of unique milk flavors— following the success of favorites like mint chocolate brownie, cookies & cream, and the infamous limited release “stone cold sober” milk— a BYU spokesperson told us that Chocolate MLK was “intended to be a reparation of sorts.” He continued, justifying the marketing move: “all of the proceeds from the Martin Luther King milk will go to benefit the Polynesian cultural club. I mean, they’re basically black right?” When asked why the proceeds wouldn’t go toward BYU’s black student union, he responded: “we have one of those?”

BYU’s attempt at a progressive marketing ploy appears to have largely backfired. In regards to the nearly-universal backlash from the black community, a (white) BYU marketing team member told us that he considered the outrage “a serious instance of reverse racism against white people.”

The university has since postponed the drink indefinitely.