An Austrian confectionery in existence for more than 250 years has been vandalised after refusing to rename a traditional chocolate product that uses a German equivalent of the N-word in the product name.

The dispute centres on a traditional Austrian sweet known as “Negerbrot”, a name using the old German term “Neger”, now widely regarded as equivalent to the N-word, together with “Brot”, meaning bread.

Unknown activists sprayed pink paint across the windows of Konditorei Zehrer in Klagenfurt am Woerthersee, Carinthia, Austria, on 27th June, and posted protest placards outside the bakery during the night.

The posters carried messages including: “Haven’t you heard enough?!” and “We don’t need to explain why the N-word is racist!”

At the centre of the dispute is a traditional Austrian sweet known as “Negerbrot” (literally translated as "Niger bread") which is a thin, flat chocolate sheet with roasted peanuts, still sold by some historic confectioners despite growing criticism.

The term is rooted in an older German-language usage of the word “Neger”, which historically functioned as a descriptive label but is now widely regarded as offensive in modern usage.

Linguistic historians note that the word entered German via Latin and Romance-language roots and was long used in Austria and Germany in a way that older generations associated with everyday description rather than intent to offend.

Because of that historical context, some traditional bakeries and confectioners continued to use the term in product names, linking it to regional food culture and mid-20th century nostalgia.

For many older customers, such names were tied to childhood products and familiar bakery items rather than racial meaning, creating a stark disconnect with how the term is now understood internationally.

However, linguists and anti-racism groups say the modern impact of the word outweighs historical intent, pointing out that language once considered neutral is now widely recognised as exclusionary and harmful.

Major retailers in Austria and Germany have already phased out similar product names in recent years, with rebranding carried out across several confectionery lines.

The continued use of the term by smaller producers has therefore become increasingly controversial, often viewed by critics not as tradition but as a deliberate provocation.

Bakery owner Peter Nimmervoll defended the decision to retain the name.

“Our ‘Negerbrot’ has always been called that and it will continue to be called that,” he said.

He maintained the product referred to a confection rather than people and rejected calls for rebranding.

The bakery, which dates back to 1763, has described the item as one of its best-selling products.

Following the vandalism, the business released a promotional version of the product labelled a “Left-Wing Extremist Edition”, framing the protest as politically motivated.

Police confirmed an investigation into criminal damage is underway.

The activist group behind the protest said their action was aimed at challenging what they describe as racist language in everyday use.

A spokesperson said: “We have a responsibility to identify and condemn racism. Language that reduces people to objects cannot be normalised.”

Local political figures have also weighed in, with Klagenfurt mayor Christian Scheider expressing support for the bakery and describing it as part of the city’s long-standing tradition.

He said it was “sad” that a historic business had been targeted, in comments shared on social media.