Friday 30 September 2016

Sweden bans M&M's logo in chocolate trademark dispute

Published 08/06/2016 | 20:36

Mars said it would 'assess the next steps for our beloved brand in Sweden'
Mars said it would 'assess the next steps for our beloved brand in Sweden'

A Swedish court has ordered chocolate maker Mars to stop selling M&M's in the Scandinavian country, at least not with the customary lower-case letters it uses on the packaging and on the colourful chocolates.

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The Svea Court of Appeal said it ruled against Mars in a trademark dispute with Kraft Foods, which sells chocolate-covered peanuts under the Marabou brand with a single "m'' on the packaging.

It said Kraft has exclusive rights to the trademark in Sweden.

However, it added that using the upper-case M&M's, as Mars does in its corporate communications, does not constitute a trademark infringement in Sweden.

Mars said: "We have always believed no confusion exists" between the two products and that it would "assess the next steps for our beloved brand in Sweden".

Press Association

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