Icelandic Welsh supermarket is taking the namesake country to court to use its name

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Welsh supermarket chain Iceland is again suing its namesake, the country of Iceland, in a long-running battle to trademark the name.

Welsh supermarket chain Iceland is again suing its namesake, the country of Iceland, in a long-running battle to trademark the name.

deeside Iceland Foods, was founded in 1970 in Oswestry, Shropshire, and fought for years to trademark the name used by the North Atlantic island, which Iceland Sagas say was created there about 11 centuries.

The Icelandic government has claimed that the chain’s trademark battle will prevent companies in the country from describing their products as Icelandic.

In 2016, the frozen food chain, which once had an advertising campaign featuring singer Kerry Katona, received trademark registration Iceland from the EU Intellectual Property Office (EUIPO).

Iceland, the country famous for its stunning vistas and singer Bjork, then won a ruling in 2019 that invalidated this brand exclusivity.

Now, the two Icelanders will fight again after the Deeside Channel appealed the 2019 decision.

The case was brought before the Great Council of the EU Intellectual Property Office (EUIPO).

This would mean that Icelandic companies might not be able to use the word Iceland in their trademarks to refer to the products they sell,” said Margrét Hjálmarsdóttir, a lawyer at the Icelandic Intellectual Property Office. Icelandic broadcaster RUV.

EUIPO board members are unlikely to make up their minds before next year.

Vigorous Defense

Iceland Foods chief executive Richard Walker said the supermarket will “vigorously defend” its intellectual property rights, Grocery Gazette reported.

Richard Walker said: “We have successfully marketed our name in the UK since 1970, and it is now one of the UK’s most recognized brands.

“We had sincerely hoped that we could avoid last week’s hearing and come to an amicable settlement.”

Iceland Foods first applied to the EU to trademark the name “Iceland” in 2002, when it was owned by Icelandic retail group Baugur, until the financial crash of 2008.

Iceland Foods founder Malcolm Walker, regained control in 2014 and two years later the The EUIPO finally obtained the company’s trademark application.

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