Iceland Foods has resumed its lengthy legal struggle with the Icelandic government over its trademark rights in the European Union.
On 16 October, Richard Walker OBE, executive chairman of Iceland Foods, presented the company’s arguments at the General Court of the European Union in Luxembourg. This session represents the most recent stage in a protracted legal fight over the frozen food retailer’s right to use the name ‘Iceland’ as a trademark within the EU.
The controversy first arose in 2016 when Iceland’s government contested the trademark, which had been granted to Iceland Foods in 2014. The disagreement stemmed from the retailer’s actions to prevent Icelandic producers from using the country’s name to promote their goods.
In December 2022, the EU Intellectual Property Office (EUIPO) supported a 2019 judgement that invalidated Iceland Foods’ trademark protection. Although this ruling does not hinder the retailer from operating in the EU, it removes their exclusive rights to the name ‘Iceland’.
Richard Walker expressed in a LinkedIn post the significance of this legal battle for his family’s business, describing it as “a really important battle”. He emphasised that “we have traded under the Iceland name in the UK since 1970 and today we are one of the UK’s most recognised brands with 1000 shops, 5 million customers a week and a growing international presence in more than 65 countries – including many in the EU and EEA.”
Iceland Foods insists that their brand name refers to the “land of ice” rather than the nation. Despite the lack of an official comment from the company on the ongoing proceedings, it is anticipated that the legal discussions will extend over a significant period.
The multinational presence of Iceland Foods underscores the importance of this ongoing legal challenge, which could have broad implications for the company’s branding strategies and its operations across Europe.
