How British Retailers' War Over a Caterpillar Cake Became Marketing Gold

Aldi takes M&S head-on in legal battle between Colin and Cuthbert mascots

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

If you’ve ever attended a birthday or office party in Britain, here’s a staple you are likely to have experienced—the long, thin caterpillar-shaped chocolate sponge cake quickly bought from the local supermarket.

Marks & Spencer, the icon of British retail better known as M&S, claims intellectual property rights to the ubiquitous cake, which it has dubbed Colin, and has filed suit against rival Aldi in the U.K.’s High Court for selling its own caterpillar chocolate cake called Cuthbert.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in