London-born former model Josephine Scorer poses near a tray of cappuccino cupcakes at her pastry shop
London-born former model Josephine Scorer poses near a tray of cappuccino cupcakes at her pastry shop in Rome January 30, 2009. The notorious pride in their national cuisine has not prevented a diminutive foreign delicacy from conquering Italian taste buds -- all hail the cupcake. From do-it-yourself culinary websites to specialist shops, a growing number of Italians are catering to the growing taste for the miniature decorated sponge cakes popular in Britain and the United States. Picture taken January 30, 2009. Reuters

The anxiety from the rise of Islamic State or ISIS has hit a chocolate brand in Belgium of the same name, with its business coming under pressure because of the terror associated with that name.

The chocalate makers long standing customers who munched its sweet products have turned sour because of the Belgian chocolatier's name, which is that of the Islamist militant group. The chocalate maker chose that name to express the love and gratitude of the founder of the chocolate company, for Italy and Switzerland, from where he learned the craft of chocolate-making, reports Reuters.

Ironically, it was last year, the Belgian chocolate maker went for the name-change from its traditional Italo Suisse, to ISIS. Coinciding with that came the rise of Islamist State alias ISIS as the acronym for Islamic State in Iraq and Syria. Images of terror associated with that name is repelling customers and the chocolate maker is feeling the heat, because of the name.

Legacy In Distress

The chocolate brand dates back to 1923, with a traditional sounding name--Italo Suisse name. The company's marketing manager Desiree Libeert told Reuters that it chose ISIS as that was the brand name of its pralines and tablets. "It was unknown to us that there was a terrorist organisation by the same name. Otherwise, we would not have chosen that name".

"Many international customers are calling up to say that they cannot stock our chocolate as consumers had negative associations with the name," Libeert said, quotes the Time magazine. In its latest name change, the company opted for "Libeert," which is the family name of the owners of the company. The company makes more than 5,000 tonnes of chocolate a year and has a turnover of 35 million euros. The website-www.isischocolates.be says, "Ever since 1923, we at ISIS have been making premium Belgian chocolate with the utmost dedication". The company talks about the company's chocolates ability to create "unforgettable moments."

New Name

After the unguarded name blues, the company is hoping that the new name "Libeert," will make the consumer outrage melt away. There is hope that the consumers will come back and enjoy its chocalates, described in its tag line as chocolates of indulgence and epitome of pleasure. Chocalate lovers can brag about its crisp chocolate shell and the delectable fillings inside. The company showcases its chocolates as products of great craftsmanship by its chocolatiers.