The CEO of coffee-maker giant Keurig apologized to his employees and conservative Americans throughout the country over his company’s decision to “pause” future advertisements on Sean Hannity’s Fox News program, saying the "unfortunate" move was “outside company protocol.”

According to Business Insider, CEO Bob Gamgort sent a letter to fellow Keurig employees denouncing the decision to pull the ads over Hannity’s widely-praised interview with GOP Senate hopeful Roy Moore, adding it was an “unacceptable situation.”

The memo, obtained by the Washington Post, said the company was introducing new “safeguards” to make sure this type of controversy won’t occur in the future.

"This gave the appearance of 'taking sides' in an emotionally charged debate that escalated on Twitter and beyond over the weekend, which was not our intent," Gamgort wrote.

"Clearly, this is an unacceptable situation that requires an overhaul of our issues response and external communications policies and the introduction of safeguards to ensure this never happen again,” he added. “The nature of social media and the internet news environment is that stories like this explode, and generally do not disappear quickly.”

Keurig announced over the weekend they would suspend future advertising on Hannity's Fox News program after left-wing hate group Media Matters launched an online campaign targeting the sponsor. 

The move prompted a stern backlash from conservatives, with many calling for a total boycott of the coffee-maker and some posting videos of themselves destroying their Keurig machines in protest.