Peaks at war: Toblerone blocks Poundland’s copycat

Discount shops have been notorious for stepping over the line, creating products which go beyond subtle similarity. There are many products in shops today which are clearly a copy of a popular brand in order to raise sales by association.

Poundland has been caught in the act.

Mondelez, the confectionary company which create Toblerone, have been threatening to take legal action against Poundland as they are unhappy with their new release.

Poundland are planning to release this summer a ‘Twin Peaks’ chocolate bar which consists of two chocolate blocks in the form of two mountain peaks.

Mountains? Chocolate? Sounds familiar….

Toblerone have yet to file legal action but have made it clear to Poundland that if they continue with their release, action will be taken.

Toblerone do have registered trade marks, protecting their single-peak shape. However there has been recent cases where shape marks have been criticised therefore they may want to prevent Poundland from moving forward without having to use their marks.

CEO of Poundland Barry Williams has defended the release and states that the introduction of the ‘Twin Peaks’ bar is just a reaction to the reduction of the Toblerone bar which occurred in 2016 and the shape is in fact based on the double hump on Wrekin Hill in Shropshire.

Time will tell if Mondelez use the force of their registered trade marks or just the threat will prevent Poundland from pursuing the Twin Peaks.

By Ellis Sweetenham