By John McCarthy

Attempts by Nestlé to trademark the shape of its four-bar KitKat have ended in failure, leaving the brand open to cheap imitations and copycats.

A UK high court ruling was issued on Wednesday claiming Nestlé KitKat was not instantly synonymous with four-bar shape without any of its packaging or branding.

However, the confectionary company has vowed to appeal the ruling.

Sharon Daboul, a trademark attorney at EIP, told The Drum: “The question is whether a consumer would look at the four-finger chocolate bar and straight away know it was a KitKat, without the logo or wrapper.

“Consumers will tend to be influenced by Read full story ›

Source: The Drum