Aldi’s bubble has burst: ‘Champagne Sorbet’ challenged

Budget retailer Aldi have come under fire after using the name ‘Champagne Sorbet’ on a frozen dessert product without the permission from the trade association for Champagne.

The product has been challenged by the trade association for Champagne houses as infringing use of the Protected Designation of Origin (PDO) “Champagne”.

A Protected Designation of Origin is a certification mark attached to promote and protect the names of quality agricultural products and foodstuffs. It allows the owner to ensure inferior products are not being produced and sold which may affect the reputation or public perception of the legitimate product.

One such foodstuff with this protection is Champagne. The official producers of the bubbles in the Champagne region of France have be known to be a stickler for authenticity and will take no attempt to pass off other products as Champagne lying down. This is no exception.

They state that the use of the name ‘Champagne’ in Aldi’s product which damage their reputation, as it would be of the client’s belief the product should be as to quality level dictated by the PDO.

The Advocate General of the Court of Justice for the European Union has referred the matter to the court to determine if there was a legitimate interest justifying the use by Aldi.

This will be one to watch to determine the strength of PDO’s post Article 50.

By Ellis Sweetenham