A Canadian company, “Smart Sweets”, which is known for its low-sugar candies, had bid for a trademark for its “Smart Sweets” brand. However, the European authorities have now intervened, stating that they believe that the general public might get confused the brand with a well-known multicolored chocolate candy called “Smarties” produced by Nestle. Therefore, Nestle has been able to successfully prevent the Canadian company from winning the trademark.
The reasons for this decision are based on the likelihood of confusion between the two brands. The European authorities concluded that the smart and witty branding and logo of both the companies do not differ significantly, thus making it likely that consumers will mistake them for being the same brand.
The issue here is that the name, logo and branding of the two companies seem to be very similar. Nestle’s “Smarties” are a well-known and popular candy in many parts of the world, and the company has a strong reputation for producing quality confectionery.
The decision by the European authorities may seem like something that is not surprising. However, it is still important to note that this is a reminder of the importance of conducting thorough trademark searches before launching a new product. It is also a reminder of the legal process and the importance of respecting intellectual property rights.
It is also worth noting that the Canadian company, Smart Sweets, is known for its low-sugar candy and has a strong reputation for producing quality candies that are loved by many people. It would be unfair if the European authorities were to confuse the public into believing that their product is the same as Nestle’s.