Nutella refuses to personalize little girl's jar because of her name

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Nutella Creates Custom Labels, but Denies Little Girl Named Isis

A 5-year-old Australian girl's chocolate-hazelnut dreams have been dashed after being told she can't have her name printed on a personalized Nutella jar because it's too provocative.

The name of that little girl -– Isis -– is now sparking a new battle over reclaiming the word, which up until recent years was tied only to a revered Egyptian goddess.

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Isis's mother Heather Taylor is becoming accustomed to the odd looks, gasps and uncomfortable silences that accompany the mention of her daughter's name, but this major slight from a national company is the last straw.

Isis' aunt reportedly tried to buy her niece and her nephew, Odhinn, personalized jars of the hazelnut spread at a department store in New South Wales, only to have both of the names "flagged as problematic" by a computer.



After some negotiation, Odhinn was deemed acceptable -- but the store manager drew the line at Isis, an acronym commonly used to denote Islamic State.

"I'm really quite upset by this," said Taylor. "You are actually making my daughter's name dirty."

In a statement, Ferrero Australia confirmed the label in question was not approved for printing due to its sensitive nature.

Like all campaigns, there needs to be consistency in the way terms and conditions are applied. Unfortunately, this has meant there have been occasions where a label has not been approved on the basis that it could have been misinterpreted by the broader community or viewed as inappropriate.


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