Mars May Be Banned From Selling M&M’s in Sweden

Trademarks, the exclusive right to names and logos, signal consistency for consumers and markets. “A word or a combination of words, letters, and numerals can perfectly constitute a trademark,” explains the World Intellectual Property Organization. “But trademarks may also consist of drawings, symbols, three-dimensional features such as the shape and packaging of goods, non-visible signs such as sounds or fragrances, or color shades used as distinguishing features – the possibilities are almost limitless.” Two multinational firms are in a trademark battle over use of the lower-case letter “m” for candies, and an appeals court in Sweden ruled that the M&M candies made by Mars infringe on a trademark for Marabou bars sold in Sweden, reports ConfectionaryNews.com. Both are chocolate: M&M’s launched in 1941; the bars were first made in Norway before expanding to Sweden in 1916 under the Marabou name. Marabou adopted its lower case “m” in the late 1960s, according to a company website. Kraft General Foods purchased the company in 1992 and then split in 2012, renaming its snack food side Mondelēz International. Both firms are headquartered in New Jersey. – YaleGlobal