Tella
Mixit, a Czech manufacturer of the spread Mixitella, learned this the hard way. When Mixit attempted to register the name of its spread, also sold in a glass jar, as a European trademark, Ferrero objected. The European Union Intellectual Property Office (EUIPO) sided with Ferrero’s arguments. Although the trademarks differ significantly in their prefixes—Nu and Mixi—it was the shared suffix, Tella, that ultimately tipped the scales. According to the EUIPO, Mixitella unfairly benefits from the reputation of the Nutella brand, which is not allowed. As a result, Mixitella was denied trademark registration.
Bas Kist
