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Home Lifestyle food

Nestlé To Rename Its ‘Incredible’ Burger After Losing Legal Battle With Impossible Foods

by Thehub Press
June 7, 2020
in food
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Nestlé To Rename Its ‘Incredible’ Burger After Losing Legal Battle With Impossible Foods
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Impossible Foods won its legal battle against Nestlé (Photo: Impossible Foods)

Impossible Foods won its legal battle against Nestlé (Photo: Impossible Foods)

Swiss conglomerate Nestlé will stop marketing its meat-free burgers as ‘incredible’ after losing a legal battle with plant-based startup Impossible Foods.

In a preliminary ruling, the District Court in The Hague, Netherlands, said the words ‘incredible’ and ‘impossible’ could confuse customers as the words sound and appear similar.

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Nestlé therefore has four weeks to remove the aforementioned products from retailers. It will be subjected to a $27,700 fine every day for each of its 10 subsidiary companies if it fails to comply.

‘Protect our brand’

According to CNN, the food giant said: “We are disappointed by this provisional ruling as it is our belief that anyone should be able to use descriptive terms such as ‘incredible’ that explain the qualities of a product.”

Nestlé also said that whilst it will ‘abide by this decision’ – it aims to file an appeal against the ruling.

Impossible Foods welcomed the decision, saying it didn’t want to confuse customers, with Chief Legal Officer Dana Wagner adding: “We’re grateful that the court recognized the importance of our trademarks and supported our efforts to protect our brand against incursion from a powerful multinational giant.”





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