World

Swedish court bans M&Ms with current packaging

A Swedish court has ordered candy maker Mars to stop selling M&Ms in the Scandinavian country, at least not with the customary lower-case letters it uses on the packaging and on the colourful chocolates.

Court has ruled the branding on the candies looks too similar to another chocolate product

An appeal court in Sweden has ruled that M&Ms can not have its well-known lowercase m on its candy or packaging because it's too similar to another product. (M&Ms)

A Swedish court has ordered candy maker Mars to stop selling M&Ms in the Scandinavian country, at least not with the customary lower-case letters it uses on the packaging and on the colourful chocolates.

The Svea Court of Appeal said Wednesday it ruled against Mars in a trademark dispute with Kraft Foods, which sells chocolate-covered peanuts under the Marabou brand with a single "m" on the packaging.

It said Kraft has exclusive rights to the trademark in Sweden.

However, it added that using the upper-case M&Ms, as Mars does in its corporate communications, doesn't constitute a trademark infringement in Sweden.

Mars said: "We have always believed no confusion exists" between the two products and that it would "assess the next steps for our beloved brand in Sweden."