The $15 billion American-Dutch coffee giant JDE picked a fight with Sydney coffee company Vittoria – and lost.
Vittoria has won its legal battle against the second-largest coffee company in the world, which picked a fight against the Australian brand over its instant coffee glass jar packaging, arguing that it was passing off Moccona’s “iconic” jar shape.
In his judgment delivered on Thursday, Justice Wheelahan said the Moccona jar had a “fairly squat body” that sits beneath a “slowly sloping shoulder and a tall lid” which makes up about a third of the jar’s overall height. Vittoria CEO Les Schirato said the court battle, which has run for nearly two years, has been a strain on the company and was very happy with the judgment.
A spokesperson for JDE said the company was pleased the Federal Court had upheld the exclusivity of Moccona’s trademarked jar but was reviewing the decision carefully.
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