DIGITAL IMAGE-08/29/01-TORONTO-KRISPYT KREME-Still life of Krispy Kreme doughnuts.(PHOTO BY PETER PO


(NEWSER) – In the grand tradition of Arena and the Beef 'O' Brady's Bowl, the University of North Carolina's NC Children's Specialty Clinic was just rebranded as the Krispy Kreme Challenge Children's Specialty Clinic, Gawker reports. The website points out the irony: "A place that’s designed to increase health will bear the trademark of a company that profits from destroying health."

A clinic spokesperson tells Gawker that some people may see the new name and think they "sold out" to a company that makes a killing on unhealthy foods, but that criticism is overblown because the name isn't technically connected to the doughnut chain itself. According to a UNC press release, the children's specialty clinic was actually named after the Krispy Kreme Challenge—an event wherein participants eat 12 doughnuts while running five miles in an hour and that was started by UNC students on a dare in 2004.

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