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Cadbury Owns Purple Packaging



Cadbury Confectionery Limited today announced it had withdrawn its legal action against Snow Confectionery Pty Ltd over the use of the colour purple on chocolate packaging.

Cadbury Confectionery managing director, David Beguely, said that the action was withdrawn in light of Snow's acknowledgment that Cadbury does have the exclusive right to use the colour purple on packaging for products containing chocolate or compound chocolate. Snow agreed to change its existing chocolate product colours so they did not include purple.

"This agreement reinforces Cadbury's trademark rights on the colour purple for the packaging of chocolate products. That right is critical to Cadbury Confectionery because we have invested millions of dollars and a considerable amount of time and effort developing and promoting our brand since the 1920's.

"The use of purple has been a key element in the development of our business. That is why consumers closely identify the colour purple with Cadbury chocolate.

Mr Beguely said that Snow's acknowledgment of Cadbury's position was a key factor in the mutual agreement not to proceed with the legal action.

"The agreement, which covers New Zealand and Australia, also recognises that there will be costs for Snow as it re-designs its packaging and Cadbury will assist Snow with the changes it must now make to its packaging. Our assistance includes allowing existing stocks of Snow's chocolate eclairs (which currently use the purple packaging) to be run out, and providing assistance for the costs involved in the required packaging changes", he said.

Snow will ensure that the eclairs in purple packaging are off the supermarket shelves by the end of September.



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