Chad Ochocinco was just trying to help the kids.

The Bengals’ wide receiver released a limited edition cereal box sold at Kroger supermarkets. A portion of the proceeds benefit Feed the Children, and the charity’s number was printed on every box of Ochocinco’s (a low fat food!).

Except… the digits (1-800-HELP-FTC) direct callers to a phone sex line. Feed the Children’s number is 1-888-HELP-FTC. Whoops.

Robert Bailey, president of Rosenhaus Sports, which represents Ochocinco, said Feed the Children accidentally gave the 800 exchange instead of 888.

The boxes are being recalled from the shelves and new ones – featuring the correct number – will be available soon. Poor Chad. Even when he tries to help the message gets lost in translation.