Customers have gone from sweet to sour on a Belgian chocolatier because it has the same name as an Islamist militant group.
The Belgian chocolate maker’s name ISIS is supposed to stand for Italy and Switzerland, where the founder learned how to make chocolate, Reuters reports. Its website—URL “www.isischocolates.be”—says, “Ever since 1923, we at ISIS have been making premium Belgian chocolate with the utmost dedication” and talks about how the company’s chocolates create “unforgettable moments.”
But customers have been calling to say they don’t want to buy the chocolates anymore because the brand, which dates back to 1923, now makes them think of the Islamic State of Iraq and Greater Syria (ISIS), the chocolatier’s marketing manager Desiree Libeert told Reuters. “We chose ISIS as that was the brand name of our pralines and tablets,” Libeert said. “Had we known there was a terrorist organization with the same name, we would have never chosen that.”
The company will now be known as “Libeert,” the owners’ family name. Hopefully that will make the outrage melt away.
More Must-Reads From TIME
- What Student Photojournalists Saw at the Campus Protests
- How Far Trump Would Go
- Why Maternity Care Is Underpaid
- Saving Seconds Is Better Than Hours
- Welcome to the Golden Age of Ryan Gosling
- Scientists Are Finding Out Just How Toxic Your Stuff Is
- The 100 Most Influential People of 2024
- Want Weekly Recs on What to Watch, Read, and More? Sign Up for Worth Your Time
Write to Olivia B. Waxman at olivia.waxman@time.com