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Iceland could launch case over name of supermarket

By Kalyeena Makortoff

Published 24/09/2016

A cold war is in the offing after Iceland's government confirmed it was considering launching a lawsuit against supermarket Iceland over its name
A cold war is in the offing after Iceland's government confirmed it was considering launching a lawsuit against supermarket Iceland over its name

A cold war is in the offing after Iceland's government confirmed it was considering launching a lawsuit against supermarket Iceland over its name.

Iceland's ministry of foreign affairs confirmed it may sue the frozen foods giant, 45 years after it was founded.

"I can confirm that this is being looked into, but no decision has been made," said a spokesman for the ministry.

A statement from the government of Iceland explained that a group of Icelandic parties, including the government, are looking at filing a "cancellation action" against the supermarket's Europe-wide trademark registration for the name "Iceland".

Promote Iceland, an agency linked to the Icelandic foreign ministry, stressed it had no intention of forcing Iceland Foods to give up its brand, but wanted to ensure that the supermarket did not prevent Icelandic firms from registering the name "Iceland" across the UK or EU.

The government said the chain had launched and won "multiple cases" against Icelandic companies for using the word.

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