Mars Inc said today (7 June) it is “assessing the next steps” after a court in Sweden ruled the company could face heavy fines if it continues to sell its M&M’s confectionery in the country, following a long-running trademark tussle with Mondelez International.
The Svea Court of Appeal in Stockholm issued the ruling after Mondelez claimed M&M’s infringed its trademark Marabou M – the name of a chocolate-covered peanut product it sells in Sweden.
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The court ruled on 2 June Mars was prohibited from using the trademarks M&M’s and M in Sweden. Mars has yet to announce whether it will challenge the ruling.
A spokesperson for the US group’s Mars Nordics unit in Sweden told just-food: “Given the court’s decision we will assess the next steps for our beloved brand in Sweden. We will of course comply with all local laws in this matter.”
The spokesperson said: “M&M’s brand candies have been a popular treat around the world since 1941 and we have always believed no confusion exists between the colourful M&Ms brand – one of the world’s favourite chocolate products – and the Marabou M Peanut brand.”
Officials for Mondelez’s business in the Nordic region could not be reached for comment at the time of writing.
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