Iceland may sue Iceland supermarket retailer over its trademark

Iceland, the name, could be a problem. Like the movie Kramer vs Kramer, the country  is hoping to get Iceland, the British  frozen foods giant to relinquish their trademark on Iceland, the word, within the European Union.

Iceland’s ministry of foreign affairs told the PA that is considering action against the retailer, considering a cancellation action against its ownership of the Iceland trademark in the EU. A few years ago, filing such a lawsuit was first discussed, but the next steps will be decided at a meeting on September 28.

Iceland Foods has a trademark registration for the word in the European Union, but Icelandic producers resent the fact that while the supermarket tries to exclude them from using the word Iceland as their trademark, the supermarket Iceland greatly benefits from positive media coverage of Iceland.

As The Guardian reported, a spokesman for the supermarket said: “Iceland Foods has traded under the Iceland name in the UK since 1970, and is today one of the UK’s most recognised brands. We have also traded as Iceland for many years in other EU countries, and in non-EU countries, including Iceland itself. We are not aware that our use of the Iceland name has ever caused any confusion with Iceland the country.”

The Deeside-based company has more than 800 stores across the UK and employs more than 23,000 staff.