Yogurt maker Chobani has apologized over a tagline for its Greek yogurt that seemed to dismiss the role of science in food preparation.

In a marketing campaign for its 100-calorie cups of yogurt, Chobani paired its "Simply 100" advertising slogan printed on the cup lids with the tagline, "Nature got us to 100 calories, not science. #howmatters."

In an attempt to tap into a consumer demand for "natural" food, Chobani appeared to be dissing science -- of which there is a considerable amount when it comes to food preparation -- which brought quick responses on Twitter.

"And Chobani loses my business & that of anyone who cares about ignorant anti-science," one tweet said.

Many expressed criticism at what they saw as a characterization of science being somehow against nature.

"Reading a @Chobani ingredients label. Lots of food scientists worked hard to make that "natural" & 100 calories," another Tweet said.

Scientist were responsible for the discover of both the live and active cultures that create yogurt and the process of pasteurization that makes it save to eat, a number of people pointed out.

"Dear @Chobani, As a natural products chemist, I can honestly say 'I love eating chemicals.' #howmatters Cheers, @kzrt."

Some tweeters went so far as to decide they'd had their last Chobani yogurt ever.

"And Chobani loses my business & that of anyone who cares about ignorant anti-science MT @piperjklemm pic.twitter.com/YGXLnAhd8H #howmatters

- David Grinspoon (@DrFunkySpoon) June 3, 2014 "

Chobani, reacting to the outcry, took to its Twitter feed to announce it was discontinuing its use of the lids with the slogan.

We were too clever for our own good -- didn't intend to put down science or scientists with our recent lid. We discontinued it. #WordsMatter

--Chobani (@Chobani) June 4, 2014

The company later released a further statement.

"We were being tongue in cheek and perhaps a bit too clever for our own good," it read. "The under lid messaging campaign ended last week and was not intended as an indictment of science or scientists. Words matter and your feedback counts."

As a peace offering, Chobani invited scientists to sample some of it yogurt for free.

"We're inviting all scientists to enjoy a Chobani on us: www.chobani.com/care."