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As the festive season approaches, Iceland Foods has made an audacious move to protect one of its flagship products: the King Prawn Ring. The retailer has filed for a trademark on both the name and design of the prawn platter, issuing a pointed warning to competitors such as Tesco, Aldi, and Asda to steer clear of replicating the product in their holiday selections.
Protecting a Shrimp Legacy
Iceland’s executive chairman, Richard Walker, delivered a direct message to the company’s competitors in an open letter, stating that Iceland is the “OG” (original gangster) of the King Prawn Ring. According to Walker, the product has been an integral part of Iceland’s Christmas range for the past three decades. He underscored Iceland’s claim, saying the company not only originated the idea but also owns the name and distinctive shape of the prawn arrangement.
In his letter, Walker expressed frustration with what he views as imitation products from rival supermarkets. “We’ve had enough of the pretenders,” he stated, adding that Iceland had applied for both a trademark and design protection for the King Prawn Ring. The aim, Walker stressed, is to ensure that Iceland’s creation remains exclusive to its shelves this holiday season.
Legal Waters Ahead
If Iceland’s trademark application is successful, it could lead to legal consequences for other supermarkets that attempt to offer similar shrimp-based products. The company’s warning to competitors, backed by the prospect of legal action, is explicit: remove any prawn ring offerings from your Christmas ranges or face the consequences.
In the letter, Walker made it clear that Iceland’s legal team is prepared to defend what the company sees as its rightful intellectual property. “Our lawyers are more than ready to dive into legal waters,” Walker wrote, adding that any attempt to continue selling imitation King Prawn Rings would result in action.
Shrimp Wars in the Aisles
Iceland’s move is not just about safeguarding a product but also about protecting its brand identity. The company considers the King Prawn Ring a symbol of its festive offerings, a product that has been synonymous with its name for 30 years. Walker’s open letter to competitors such as Aldi, Tesco, and Asda reflected this sentiment, as he humorously referred to these rivals as “copy-crustaceans” and urged them to cease their “fishy behavior.”
In an assertive conclusion, Walker noted that while Iceland would prefer to avoid escalating matters, it is prepared to take action if necessary. “We don’t want to have to scale things up,” he warned, “but if you continue to flounder in your ways, we’ll have no choice but to reel you in.”