Cadbury’s purple reign is over as the confectionery giant gives up its claim on the colour after failing a trademark test case triggered by rivals Nestle
- Cadbury’s surrendered claim opens door for rivals to make copycat products
- Chocolate giant has used the colour since 1914, but lost a legal case last year
- Case launched by Nestle which claimed trademark could threaten its products
Cadbury has given up its claim on the colour purple, opening the door for rivals to make copycat products.
The confectionery giant has used the colour since 1914.
But it lost a legal test case to trademark the particular shade at the Court of Appeal last year. It has decided not to launch any further appeal.
Cadbury has given up its claim on the colour purple, opening the door for rivals to make copycat products
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The case was triggered by rivals Nestle, which claimed the trademark could threaten its hazelnut and caramel chocolate called the Purple One and the Quality Street box decoration.
Cadbury owner Mondelez International said: ‘We have not appealed the decision but will continue to protect what we believe is a distinctive trademark.’
The company claimed a legal victory over Nestle two years ago by stopping its rival from getting a trademark for the four-finger shape of the KitKat.
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