The city's chocolate factory doesn't even offer tours anymore.
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The U.S.A. could be losing its "Chocolate City," but you probably won't miss it when it's gone. You may not even know where it was to begin with.

In 1987, the city of Burlington, Wisconsin, adopted the nickname "Chocolate City U.S.A." in an attempt to drive tourism to the city of around 10,000 people located about 45 minutes southwest of Milwaukee. As home to a Nestle chocolate factory, the motto fit. (And by opting for "The Sweetest Place on Earth," Hershey, Pennsylvania, had left the door wide open.) From there, Burlington decided to hammer the idea home with an annual chocolate festival.

Close up of Belgian milk chocolate
Credit: Diana Miller/Getty Images

But 34 years later, Chocolate City U.S.A. doesn't quite live up to its billing anymore. Yes, the chocolate festival continues—but only one weekend a year. Meanwhile, the Nestle plant reportedly still has about 400 people making chocolate chips and other cocoa concoctions, but the popular tours the factory once offered are gone. And the city does apparently have the Chocolate Experience Museum located at the Chamber of Commerce, but their official mascot Morsel the Moose hasn't even updated his Twitter account since 2017!

"[Visitors would] come into Burlington and they'd go, 'Where's the chocolate?'" Mayor Jeannie Hefty told the Racine, Wisconsin-based Journal Times. "It was getting to be more of an embarrassment."

So now, the Journal Times reports that Burlington has used a $40,000 state tourism grant to hire a consulting firm to determine whether "Chocolate City U.S.A." should be replaced with a new slogan—and if so, what that slogan should be. Currently, some people are leaning towards "City of Trails." "It's very early for us to be coming to conclusions," Jay Graham, founder of the consulting firm, was quoted as saying. "We have to keep open minds at this time."

It also means the title of "Chocolate City U.S.A." may soon be up for grabs. Do I smell a reality competition show in the works or is that just my cup of hot chocolate?