Auckland pudding maker Aunt Betty's has apologised for appropriating a joke from a dead comedian to use on its cans of creamed rice.
"Rice is great, if you're really hungry and want to eat 2000 of something" adorned the packaging for the creamy rice and coconut.
However, the company didn't credit it to US stand up comic Mitch Hedberg, who came up with the quip before his death in 2005.
The story was picked up by overseas agencies and in a statement on its Facebook page, Aunt Betty's says it made a big mistake when it used the uncredited phrase unknowingly.
"This lovely joke, we now know, was from the late Mitch Hedberg and we thank him for this. We intend to remove this from the packaging going forward and we apologise for any offence caused."