Stop & Shop has said that it will drop its trademark lawsuit against Whole Foods Market after the natural and organic retailer agreed to end its "The Real Deal" promotional campaign.

Stop & Shop had filed a suit in a Boston court alleging that a matter of weeks after it started its "Real Deal" advertising campaign highlighting price cuts, Whole Foods began using the phrase "The Real Deal" to highlight cost-savings in its own promotional activity.

Stop & Shop also claimed that the Whole Foods "The Real Deal" logo is essentially identical to its own trademarked logo and that Whole Foods' "Real Steal" signage is "substantially similar".

A spokesperson for Stop & Shop told just-food that it had dropped the lawsuit after Whole Foods agreed to end its use of "The Real Deal" slogan and signage.

"We are satisfied with the outcome," the spokesperson said.

Whole Foods was not immediately available at time of press.