A Chinese court has upheld a ruling that prevents US chewing gum maker Wrigley from registering its Coolwhite brands as a trademark in China.

Beijing No. 1 Intermediate People’s Court upheld a decision by the country’s trademark office that Coolwhite was made up of two English words, “cool” and “white”, which it said could be “descriptive of the flavour, taste or colour of any gum or candy”, reported Xinhua.

Wrigley had argued that the brand name is a new combination of words that helps consumer identify the specific product, the report said.