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BGH ruling: Ritter Sport remains the only square chocolate

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Published on Jul 23, 2020

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In 1996, Ritter Sport had its square packaging protected as a trademark. Milka's competitors said that square chocolate packaging cannot be protected and applied for the trademark to be cancelled. The legal sticking point was the question: does the essential value of Ritter Sport chocolate lie in its square shape? In other words: do customers buy Ritter Sport chocolate primarily because it is square? If that were the case, the chocolate square should not have been protected as a trademark under the law. The Federal Court of Justice has now decided differently. Customers do not buy Ritter Sport primarily because of its square shape. There is no evidence for this. This means that Ritter Sport will remain the only chocolate on German supermarket shelves that is sold in square form.

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