M&M’s banned in Sweden in trademark dispute
According to the decision, “m” and “m&m’s” are confusingly similar to Kraft foods trademark “m” for chocolate-covered peanuts, sold in Sweden under the Marabou brand with a single “m” on the packaging. Therefore, Mars is guilty of trademark infringement, the Court asserts.
Mars first started marketing M&M’s in Sweden in 2009. Kraft Foods product has been sold in the country since 1957 and has acquired trademark rights by use, according to the Court.
The decision applies to M&M’s marketed with lower case lettering only, which means it would be ok for Mars to use the trademark with upper case letters.
Mars has until 30 June to appeal against the ruling.