{"id":6368,"date":"2025-02-04T11:14:15","date_gmt":"2025-02-04T11:14:15","guid":{"rendered":"https:\/\/forresters-ip.com\/brand-owners-rejoice-thatchers-v-aldi-the-cloudy-lemon-cider-lookalike\/"},"modified":"2025-09-16T10:02:49","modified_gmt":"2025-09-16T10:02:49","slug":"brand-owners-rejoice-thatchers-v-aldi-the-cloudy-lemon-cider-lookalike","status":"publish","type":"post","link":"https:\/\/forresters-ip.com\/de\/brand-owners-rejoice-thatchers-v-aldi-the-cloudy-lemon-cider-lookalike\/","title":{"rendered":"Brand Owners Rejoice! Thatchers v Aldi: the Cloudy Lemon Cider Lookalike"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Introduction<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a recent \u201clookalike\u201d case, which pitted a low-cost supermarket chain against a major cider producer, the Court of Appeal found that Aldi\u2019s branding for its Cloudy Lemon Cider infringed Thatchers\u2019 trade mark.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The marks under comparison are shown below.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\"><strong>Thatchers\u2019 registered trade mark<\/strong><\/td><td class=\"has-text-align-center\" data-align=\"center\"><strong>Aldi\u2019s product<\/strong><\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\"><img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"250\" class=\"wp-image-6322\" style=\"width: 250px;\" src=\"https:\/\/forresters-ip.com\/wp-content\/uploads\/2025\/02\/thatchers-branding-cloudy-lemon-cider.webp\" alt=\"Thatchers Cloudy Cider\" srcset=\"https:\/\/forresters-ip.com\/wp-content\/uploads\/2025\/02\/thatchers-branding-cloudy-lemon-cider.webp 600w, https:\/\/forresters-ip.com\/wp-content\/uploads\/2025\/02\/thatchers-branding-cloudy-lemon-cider-300x300.webp 300w, https:\/\/forresters-ip.com\/wp-content\/uploads\/2025\/02\/thatchers-branding-cloudy-lemon-cider-150x150.webp 150w, https:\/\/forresters-ip.com\/wp-content\/uploads\/2025\/02\/thatchers-branding-cloudy-lemon-cider-200x200.webp 200w, https:\/\/forresters-ip.com\/wp-content\/uploads\/2025\/02\/thatchers-branding-cloudy-lemon-cider-64x64.webp 64w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/><\/td><td class=\"has-text-align-center\" data-align=\"center\"><img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"250\" class=\"wp-image-6320\" style=\"width: 250px;\" src=\"https:\/\/forresters-ip.com\/wp-content\/uploads\/2025\/02\/aldi-taurus-cloudy-lemon-cider.webp\" alt=\"Aldi's Taurus Cloudy Cider\" srcset=\"https:\/\/forresters-ip.com\/wp-content\/uploads\/2025\/02\/aldi-taurus-cloudy-lemon-cider.webp 600w, https:\/\/forresters-ip.com\/wp-content\/uploads\/2025\/02\/aldi-taurus-cloudy-lemon-cider-300x300.webp 300w, https:\/\/forresters-ip.com\/wp-content\/uploads\/2025\/02\/aldi-taurus-cloudy-lemon-cider-150x150.webp 150w, https:\/\/forresters-ip.com\/wp-content\/uploads\/2025\/02\/aldi-taurus-cloudy-lemon-cider-200x200.webp 200w, https:\/\/forresters-ip.com\/wp-content\/uploads\/2025\/02\/aldi-taurus-cloudy-lemon-cider-64x64.webp 64w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Brand owners will be pleased with this decision which might be seen as a warning to those who seek to ride on the coat-tails of market leaders and innovators, without undertaking any of the burden of innovation nor the expense of advertising and promotion.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Background<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thatchers is a well-known, family-owned Somerset cider producer.&nbsp; It identified a gap in the market and created a new flavour in its range, a lemon-flavoured cider.&nbsp; The cider was made with real lemon juice, and sweet apples replaced cider apples for a better flavour.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thatchers spent over \u00a32.9 million in advertising from 2020 to 2022 and sold nearly \u00a330 million worth of cloudy lemon cider in a 2.5-year period.&nbsp; &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aldi identified the Thatchers product as the market benchmark in terms of (a) product and (b) branding.&nbsp; Although Aldi did not disclose any legal advice during the proceedings (which of course had attorney-client privilege), correspondence with a third-party design company was disclosed, which included Aldi\u2019s instructing email \u201c<em>can we please see a hybrid of Taurus and Thatcher\u2019s [sic] \u2013 i.e. a bit more playful \u2013 add lemons as Thatcher\u2019s etc<\/em>\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It was also proven that Aldi spent next to nothing on promoting this product and yet sales seemingly outperformed Aldi\u2019s other seasonal, flavoured ciders.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>First Instance<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thatchers sued for infringement in the Intellectual Property Enterprise Court (an alternative to the High Court for IP actions), claiming (a) that the marks were confusingly similar (b) that there was unfair advantage, dilution or tarnishment and (c) that there was passing off.&nbsp; They lost on all three grounds.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In particular, the court judge found that the marks were not sufficiently similar.&nbsp; Comment was also made on the difference between the names, Thatchers and Taurus, and the descriptiveness of the common elements \u201ccloudy lemon cider\u201d and the depictions of lemons.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Court of Appeal<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lord Justice Arnold sitting in the <a>Court of Appeal <\/a>has now overturned that 2023 decision, finding that that the marks are similar to the extent that the infringing sign brings to mind the registered mark and that this amounts to unfair advantage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Critical to this decision is that Aldi had identified Thatchers product as the benchmark in terms of product (ingredients and taste) and brand design.&nbsp; Moreover, Aldi significantly departed from its usual brand design in order to take unfair advantage and achieve substantial sales in a short period of time, without spending anything on advertising and promotion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is an interesting development in the case law surrounding lookalikes and may prompt brand owners to look more positively at taking action against lookalikes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aldi have reported that they intend to seek leave to appeal this decision. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Recommendation<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our recommendation is for brand owners to look beyond protecting just a house mark, product names and logos, and to consider protection for the overall look, get-up or packaging design of their product. Packaging designs can be protected by way of design registration or as a trade mark.&nbsp; Thatchers would not have won this case, without filing for protection of their packaging design, in the form of trade mark registration.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Introduction In a recent \u201clookalike\u201d case, which pitted a low-cost supermarket chain against a major cider producer, the Court of Appeal found that Aldi\u2019s branding for its Cloudy Lemon Cider infringed Thatchers\u2019 trade mark. The marks under comparison are shown below. Thatchers\u2019 registered trade mark Aldi\u2019s product Brand owners will be pleased with this decision [&hellip;]<\/p>\n","protected":false},"author":37,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[344],"tags":[424,420,429],"class_list":["post-6368","post","type-post","status-publish","format-standard","hentry","category-industry-news-de","tag-ip-strategy-de","tag-trade-marks-de","tag-uk-law-de"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand Owners Rejoice! Thatchers v Aldi: the Cloudy Lemon Cider Lookalike - Forresters<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/forresters-ip.com\/de\/brand-owners-rejoice-thatchers-v-aldi-the-cloudy-lemon-cider-lookalike\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Owners Rejoice! Thatchers v Aldi: the Cloudy Lemon Cider Lookalike - Forresters\" \/>\n<meta property=\"og:description\" content=\"Introduction In a recent \u201clookalike\u201d case, which pitted a low-cost supermarket chain against a major cider producer, the Court of Appeal found that Aldi\u2019s branding for its Cloudy Lemon Cider infringed Thatchers\u2019 trade mark. The marks under comparison are shown below. 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