- Fernanda Paul
- BBC News World
It is perhaps one of the most popular cookies among Chileans.
The classic “Bold font”, with its distinctive chocolate and vanilla flavor, can be found even in the most remote warehouses of this South American country.
But after more than 60 years in circulation, its fans were surprised this Wednesday after Nestlé, the company that manufactures it, made an unexpected announcement: its name will no longer be “Bold” but “Chokita”.
The reason? The “I respect” and the “nondiscrimination”.
“This decision is the result of an evaluation driven by the company that seeks to identify concepts that could be considered inappropriate, in light of the increased awareness of brands and their visual language regarding the use of stereotypes or cultural representations “, said the food company through a statement.
“The review considered the sensitivities of different social groups in all the countries in which the company is present, and concluded that the Negrita brand, born more than 60 years ago in a completely different context, should be replaced,” he added.
The wafer packaged with its new name will be available from October this year and, according to the company, it will not affect “in any way” the recipe of the product, which will maintain its “characteristic flavor of always”.
Debate and “memes” in social networks
The name change generated a huge impact on social networks. On TwitterEven the words “Nestlé” and “Chokita” became a trend.
While some people spoke of the “end of an era”, others considered that the change corresponded to a extreme “ideologization”.
Through her Twitter account, the former Chilean Education Minister, Mariana Aylwin, posted the news stating: “When the nonsense reaches the limit.”
While other people applauded Nestlé’s decision stating that it is “in keeping with the new times.”
But, beyond the debate, it surprised the amount of “memes” that were shared to joke about other products with eventually sensitive names that could be modified.
For example, it was said that the classic Chilean dish “Bistec a lo poor” could be replaced by “Steak to the vulnerable”. Or that other products, such as “morocha” cookies or “morenita” beer, could be the next to lose their characteristic names.
The name “Bold” was created by the Hucke company, the original producers of this double cookie filled with cream and dipped in chocolate.
Three decades ago, his mottos were: “for a bold, you are going crazy” and “there is nothing richer than a bold.” But those phrases had already stopped circulating.
However, several of the netizens indicated that, despite the name change, they will continue to consume this classic wafer.
And some warned that for them it will continue to be called “Bold” always (or, in the worst case, “exbold”).
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Eddie is an Australian news reporter with over 9 years in the industry and has published on Forbes and tech crunch.