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It's impossible to watch the news and not see the acronym ISIS, which stands for the Islamic State in Iraq and Syria. Unfortunately for Belgian chocolate company ISIS —which is not affiliated with the Islamic State — the word association has led to a decline in sales.
"We chose ISIS as that was the brand name of our pralines and tablets," marketing manager Desiree Libeert explained to Reuters. "Had we known there was a terrorist organization with the same name, we would have never chosen that." The chocolate maker changed their name to ISIS from Italio-Swiss just a year ago because their product was no longer produced in either of those countries.
The company, which has annual sales of over $44 million, will change its name to Libeert this year, which is the family name of the company's owners.
