Iceland v Iceland: potential trade mark dispute brewing

Information has been released which suggests that Iceland, the country, is potentially going to object against Iceland, the supermarket brand, and their trade marks.

This has come from country officials who have hinted that a trade mark objection is being considered but no decisions have been made as of yet.

The trade marks which are the potential problem have all been registered by Iceland Foods.

Not only do they own a UK trade mark for ‘Iceland’, they also have an EU trade mark of the same registered in a wide range of classes of goods.

The brand itself has been used by the supermarket since the 1970’s and is clearly recognised as the name of the food brand, and not the country, in all countries in which Iceland has traded in. this does include some countries outside of the EU.

While a representative for the country has said they are not planning on using the name in relation to supermarkets, their issue lies with the additional classes added to the mark as well as the action of Iceland Foods, who have been opposing other trade mark applications involving the word ‘Iceland’.

This case is no way confirmed to be going ahead but it will be one to watch if it does proceed.

For more information or guidance on how to protect your brand with a trade mark, contact Jane Coyle at The Trademarkroom.

By Ellis Sweetenham