US retail giant Target has come under fire over a Father's Day card deemed racist and offensive by customers.

Shoppers were quick to call out store for selling a card featuring a black couple with the words "Baby Daddy" written across the front.

Taking to Twitter, users called out the card as "an insult to black fathers". Target has since apologised.

In a statement to Fox News, Target spokesperson Joshua Thomas said:

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"We want all guests to feel welcomed and respected when they shop at Target."

"We were made aware of some concerns about this card last week and are working with our vendor to have it removed from Target stores.

"We appreciate the feedback and apologise. It's never our intent to offend any of our guests with the products we sell."

However social media users weren't about to just forgive and forget. Instead some went on to note the particular card was the only one on offer which featured a black couple at all.

"This was the only Father's Day card that featured a black couple!!!" wrote Takeisha Saunders on Facebook.

You CANNOT be serious Target!!!! Really!!!?!!!!? This was the only Father’s Day card that featured a black couple!!!!!!😡😡🤦🏾‍♀️ #OurVoicesReally #NotMyNarrative #HowAboutHusband #HowAboutLove #HowAboutJustDad

Posted by Takeisha Saunders on Thursday, 31 May 2018

However one Facebook user commented on Saunders' post, pointing out that the card did actually use the words "husband" and "father" on the inside of the card. However, they conceded that did not excuse the text on the front.

The card was produced by a company called American Greeting Corporation, and was not a design exclusive to Target stores.