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The US retail giant Wal-Mart has apologised for baking a cake decorated with the Daesh flag.

US media reported that the cake was ordered from a Wal-Mart in Slidell, Louisiana.

The customer said he had been denied an earlier request for a cake decorated with the Confederate battle flag and the words "Heritage Not Hate."

Wal-Mart said in a statement: "It's unfortunate that one customer sought to take advantage of an associate who did not know the flag or its meaning. This cake should not have been made and we apologise for the mistake."

The man, Chuck Netzhammer, did not immediately return a request for comment from US media.