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British confectioner Cadbury has won a trademark dispute with Nestlé over the rights to the “iconic” purple color that Cadbury uses on its wrappers.
The U.K. Intellectual Property Office ruled that the shade—pantone 2865c—showed enough "distinctive character" for a trademark.
The ruling follows a three-year battle between the chocolate companies. In 2008 Nestlé challenged Cadbury’s application to trademark the color, which it had used on its packaging since 1914.
The Birmingham Post reports that a legal ruling in Nestlé’s favor “would have opened the floodgates for rivals, including supermarkets, to use the color on their own-brand chocolate bars.”