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Belgian chocolate maker ISIS forced to change its name

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By Euronews
Belgian chocolate maker ISIS forced to change its name

<p>After 90 years the Belgian chocolatier Italo Suisse decided to change its name as it was no longer associated with either country.</p> <p>The firm chose to rename itself <span class="caps">ISIS</span>. Unfortunately chocolate is not the first thing that comes to mind when one thinks of <span class="caps">ISIS</span>.</p> <p>The confectioner chose a name that brings to mind the deadly terrorist group that is fighting to create an Islamic State in Iraq and Syria and occasionally beheads its victims.</p> <p>“We chose <span class="caps">ISIS</span> as that was the brand name of our pralines and tablets,” the manufacturer told Reuters. “Had we known there was a terrorist organisation with the same name, we would have never chosen that.</p> <p>“We had international customers saying that they could no longer stock our chocolate as consumers had only negative associations with the name,” it added.</p> <p>The chocolatier has now changed its name to “Libeert”, the family name of the company’s owners.<br /> The company makes more than 5,000 tons of chocolate annually.​</p>