Cadbury Beats Nestlé To Win Exclusive Rights Of The Color ‘Purple’
Cadbury has won a lengthy High Court battle against rivals Nestlé for the exclusive rights of its signature ‘PANTONE 2685C’ purple.
The UK-based chocolate company—which was acquired by food business Kraft in 2010—applied for the trademark in October 2004, but Nestlé argued that the color could not be ‘practically trademarked’ for commercial advantages.
According to The Guardian, Judge Colin Birss rejected Nestlé’s appeal, saying, “The evidence clearly supports a finding that purple is distinctive of Cadbury for milk chocolate.”
He also noted that Cadbury has been using purple for its Dairy Milk bars since 1914.
“We welcome the decision of the high court which allows us to register as a trade mark and protect our famous color purple across a range of milk chocolate products,” Cadbury said in a statement, “Our color purple has been linked with Cadbury for more than a century and the British public have grown up understanding its link with our chocolate.”
The new ruling allows Cadbury to use the particular shade of purple for milk chocolate bars, tablets and drinks—and also prevents competitors from using the same color.
[via The Guardian]