Fresh (not frozen) news from the courts today as the British supermarket chain Iceland - which also includes the Farm Foods chain - has ended the decade-long trade mark dispute with the country Iceland.
Having secured trade mark protection for the word ICELAND to use with its food business, who would have thought that the country of the same name would take umbrage? Was there ever a risk that the two would be confused, and families would wonder why their expected quick shopping trip to get frozen nuggets became a trip to Reykjavik? Or did we all understand that ICELAND ice cream may not have originated in Iceland?
Well, apparently there was enough concern to keep teams of lawyers representing both parties busy for years. Finally, though, Iceland (the shop) has decided to end the battle and in a show of good sportsmanship, has offered a rapprochement discount to Icelandic people (from the country). It is not clear if they have to travel to the UK to claim their discount, but it is nice to hear that there will be a resumption of harmonious relations.
While it is good that we are all safely able to use the word Iceland again in relation to foods from Iceland (the country) without risk of attack from Iceland (the shop), will we now see third party opportunist retailers in Milton Keynes opening under the banner Iceland, despite having no connection to the chain or country? Will they only sell Icelandic products (from the country) to stay in everyone’s good books? Is there a sufficient market for Icelandic products to keep them in business? How big is the market for fermented shark?