Iceland Foods, the UK-based supermarket chain, has filed a new appeal at the European Union’s General Court in Luxembourg, continuing a lengthy legal battle with the nation of Iceland. This follows a 2022 decision that upheld a 2019 ruling revoking the company’s EU trademark rights for the name “Iceland.”
The conflict, which started in 2016, stems from concerns that Iceland Foods’ trademark could limit Icelandic businesses from using the country’s name in their branding. Margrét Hjálmarsdóttir from Iceland’s Intellectual Property Office clarified in 2022 that while the ruling wouldn’t block the supermarket from selling products in the EU, it would prevent the company from restricting others from using the name “Iceland.”
On October 16, Iceland Foods’ executive chairman, Richard Walker, attended the latest appeal in Luxembourg, which may be one of the final opportunities to resolve the issue. Walker defended the chain’s brand identity, asserting that the name “Iceland” refers to a “land of ice” rather than the country, and reaffirmed the business’s commitment to protecting its trademark without impeding Icelandic businesses.
Originally established in 1970 under this name, Iceland Foods has sought to resolve the dispute outside court, though the legal process may continue for years. Iceland’s Foreign Minister, Guðlaugur Þór Þórðarson, previously welcomed the 2019 ruling, viewing it as a victory for Icelandic exporters.