Oatly decided to take the small British producer Glebe Farms to court on the grounds of trademark infringement. It is taking issue with the use of the word ‘Oaty’ (too close to its own), the likeness of the white and blue packaging, the tagline ‘ideal for professional coffee’ and the use of the words ‘shake me’ next to the cap.
nLegally it’s now for the judges to put an official seal on this decision, but so far reactions from the public tend to express disappointment for a brand that had done really well presenting itself as the dairy industry’s underdog.
Going after a small producer might be a costly exercise for Oatly’s image in the short term, but in the long run having that precedent set might just be an inevitable choice for future infringements. Defending the brand’s position on every possible infringement is critical to demonstrate how seriously a company is ready to defend it’s trademarks.
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