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Court bans m&ms candy from Swedish shops

Updated onsdag 8 juni 2016 kl 16.26
Published onsdag 8 juni 2016 kl 12.04
Mars claimed there was no confusion between the candies
(1:01 min)
Photo: Brett Ascarelli / Radio Sweden.
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Photo: Brett Ascarelli / Radio Sweden.
Is it an m or an m&m? Photo: ADAM ROUNTREE / AP / TT
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Is it an m or an m&m? (The answer is at the end of the article) Photo: ADAM ROUNTREE / AP / TT

After June, a popular brand of American candy, m&ms, will no longer be allowed to be sold in Sweden, because of a court ruling.

For many years m&ms were not on sale in Sweden, because they had a deal with a Swedish manufacturer who made a similar candy by the name of m. The deal meant that the Swedes could sell their sweets here, while the American company (Mars) could sell its candy in the rest of the world. The deal ended in 1998.

But it still took more than a decade before the American candy made its entry onto the Swedish market, writes BrandNews.se, but Kraft/Mondelez, who makes m, saw this as infringement on their brand, and took Mars to court.

In the latest decision, the Svea court of appeals determined that this is indeed the case, and with the decision, the American candy will no longer be allowed for sale in Sweden after June. 

In a statement to Radio Sweden Mars wrote they have always believed there was no confusion between their product and the rival M candy.

The company added: "Given the court's decision we will assess the next steps for our beloved brand in Sweden. We will of course comply with all local laws in this matter."

Mars can appeal to the Supreme Court for a final ruling.

Meanwhile, Kraft/Mondelez said in a statement that they are satisfied with the court's decision.

(The candy in the second picture is indeed m&ms). 

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