The Australian Business Jnl
In a landmark ruling, Australian coffee brand Vittoria has triumphed in a legal dispute against Jacobs Douwe Egberts (JDE), one of the world’s leading coffee conglomerates, over allegations of trademark infringement on instant coffee jar packaging.
JDE, the company behind renowned brands such as Moccona, Campos, L’Or, Harris, and Sacred Grounds, accused Vittoria’s parent company, Cantarella Bros, of copying the glass jar design associated with Moccona instant coffee.
According to JDE, Cantarella’s use of a similar jar style constituted “misleading and deceptive conduct,” claiming consumers could easily confuse the Vittoria product with Moccona’s due to its packaging.
JDE argued that Moccona’s distinctive glass jar has become an iconic element of the brand, representing decades of branding effort and investment.
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Vittoria Coffee Wins Landmark Legal Battle Against Coffee Giant JDE Over Iconic Jar Design Dispute
