Nestlé Can’t Call Burgers ‘Incredible’

foodprocessing 2020-06-01

Tag: Nestlé burgers meatless burger

Nestlé can’t call its meatless burgers “Incredible” in Europe because that might impede the ability of Impossible Foods to market there, a Dutch court has ruled.

The District Court of the Hague ordered Nestlé to stop using the word “Incredible” for its plant-based analogue Garden Gourmet Incredible Burger. The ruling came in a case brought by Impossible Foods, which argued that it was planning to introduce product in Europe and that Nestlé was deliberately trying to confuse consumers by calling its product Incredible.

The court gave Nestlé four weeks to take product branded “Incredible” off European store shelves or face a fine of 25,000 Euros ($27,820) per day. Nestlé said it would rebrand its meatless burgers as “Sensational,” while expressing disappointment in the ruling and promising to appeal.

Nestlé introduced the Incredible Burger in April in Europe and Australia. In the U.S., it sells a differently formulated meatless burger branded “Awesome Burger.”

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