ICELAND the supermarket has lost an epic legal fight with Iceland the country over the use of its name — after being granted a monopoly on it.
The retail giant — full name Iceland Foods — secured the EU-wide trademark in 2014 sparking fury in the Nordic island nation, which lodged a court challenge two years later.
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Iceland’s government claimed the decision was bad for firms there as it prevented them from using “Iceland” in trademarks for goods to designate their place of origin.
The EU’s Intellectual Property Office (EUIPO) has now come down on their side in a blow to the store.
It means other firms can use “Iceland” in brand names when selling products within the EU and the European Economic Area.
Supermarkets such as Tesco and Asda can now also sell products from the country — such as meat, fish and vegetables — saying that they come from Iceland.
A spokesman for the country said: “Iceland is widely received as a geographical name and should never have been approved for trademark in the first place.”
Customers have seen the funny side. One joker said the store should change its slogan to: “That’s why mums shop at a Generic North Atlantic Island.”
Another wrote: “They should keep calling themselves Iceland but now only sell salted liquorice and fermented shark.”
A third said: “For giggles, they should rebrand themselves and trademark the name ‘Reykjavik’.”
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Iceland Foods, founded in 1970, had tried to trademark the name for decades.
A spokeswoman said: “We are disappointed in the decision delivered by the EUIPO.
“However, this decision, which is open to appeal, will not change our business name, operation or trading in any way.
“Our business was named ‘Iceland’ Foods by the late Lady Walker.
“We have traded under our name in the UK since 1970, and we will continue to do so.”
