Nestle loses trademark protection for KitKat

The battle between confectionery giants Mondelez (which owns Cadbury) and Nestle has taken a fresh twist with news that Nestle's trademark protection for their four-fingered chocolate bars has been lost in an EU court.

The court ruled that, for the confectionery bar to be protected, consumers needed to recognise – across all EU states – that it had a distinctive character. It is widely recognised in the UK for sure - but not across the whole of the European Union.

Perhaps we can expect to see a rash of four-fingered bars including private label versions to hit the shelves in 2017?