It is safe to assume that the company was most likely referring to the American translation of a “fanny pack”, which translated into British English, would simply mean “bum bag”. Here is The Rock sporting one in a now-famous meme as an example.
But “fanny” in British English is something a lot different and has nothing to do with a bag...
Queue the ever so subtle hints.
So it's only understandable that British Twitter was appalled, reacting with some hilarious memes.
@PopTartsUS Soooo... is this the new Pop Tart Challenge?
— Christopher Wylie 🏳️🌈 (@Christopher Wylie 🏳️🌈)
@tkfc @PopTartsUS idk wtf you think we're doing over here but we are def not inserting poptarts into our vaginas
— Charlie They Jepsen (@Charlie They Jepsen)
@stillicides @tkfc @PopTartsUS Speak for yourself...
— Hayley Kelly Lanigan (@Hayley Kelly Lanigan)
@PopTartsUS People in the UK reading this https://t.co/cSzqy0vUaz