Supermac's to appeal European ruling against its snack box
Supermac's has withdrawn its application to register its brand in Australia in the latest twist in its brand war with fast food giant, McDonald's.
At the same time, the Galway-based fast food firm has given formal notice that it is to appeal the European ruling that it is not allowed sell its famous snack box, curry chips and its other food products under its Supermac's brand across Europe.
The EU Office for Harmonization in the Internal Market (OHIM) upheld the arguments by McDonald's in January that the use of the Supermac's brand when selling fast food would create confusion among the public across the EU outside Ireland between the firm's fast food products.
In opposing the Supermac's application, McDonald's was seeking to protect its registered trade-marks around 'McDonald's', 'McFish', 'McMuffin', 'McNuggets', 'McWrap' and other McDonald's products.
However, Supermac's boss, Pat McDonagh confirmed the withdrawal of the Australian trademark application is purely tactical and that a fresh revised application will be lodged in the next two months.