Swedish court has ruled American chocolate maker Mars to stop selling M&M's candy in the country.
Swedish chocolate brand Marabou has successfully chased M&M's away from Swedish candy markets, claiming the lowercase “m” in the candy drops resemble Marabou’s chocolate-coated peanut balls, called “m”.
Marabou, owned by Kraft Foods, has sold its brown chocolate balls in Sweden under the name “m” since 1957.
When Mars launched M&M candies to Sweden a few years ago, Marabou sued the chocolate giant of misleading counterfeiting. Now, the court came to the conclusion that M&M’s is indeed infringing the Swedish chocolate brand’s trademark.
After the end of June, the selling of M&M’s candy is banned in Sweden, unless Mars appeals to Supreme Court.
"We have always believed no confusion exists" between the two products and that it would "assess the next steps for our beloved brand in Sweden," Mars said.