Belgian chocolate producer ISIS forced to change name again because of association with notorious terror group

A Belgian chocolate maker called ISIS is forced to change the brand name for the second time in a year because of the loss caused by association with terrorist group Islamic State, informs chicagotribune.com.

chocolate

Belgian chocolate maker chose wrong name: ISIS (pic: André Karwath via Wikimedia)

At the end of 2013, the company changed its name from Italo Suisse, because it had nothing in common with either of the two countries. Now the company is constrained to give up the name again because the name it chose was ISIS which is in fact the acronym for “Islamic State in Iraq and Syria.”

Even if the jihadist group changed their name to just Islamic State in June, the chocolate manufacturer still keeps suffering due to the initial similarity of names.

“We opted for ISIS because it was the brand name of our candy and chocolate tablets . If we knew that there was a terrorist organization with the same name, we would have not chosen that,” said marketing manager Desiree Libeert.
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“Our international clients said they can not sell our chocolate as it receives only negative reactions of customers due to its name,” explained Libeert.

The company, which produces over 5,000 tons of chocolate per year and has a turnover of about 44.17 million dollars, will be called Libeert after the name of its owner.

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