The management of the Italian National Chocolate Company is protesting about the government increasing the sales tax, IVA, from 10 to 20 percent on certain confectionary, including chocolate.The president of the company, Roberto Bava, said that he is worried that chocolate is being treated as a luxury product when it had become a part of the Italian diet and induced happiness.

According to research by the company the amount of chocolate sold in Italy annually is worth 3 billion.