LONDON – It’s Iceland vs. Iceland.
The island nation of Iceland says it is taking legal action against British frozen-food chain Iceland over the right to use their shared name.
Iceland’s Ministry of Foreign Affairs says it has challenged Iceland Foods at the European Union Intellectual Property Office. It says it is acting because the retail chain “aggressively pursued” Icelandic companies using the word Iceland in their branding.
In Thursday’s statement it says the situation has left the country’s firms “unable to describe their products as Icelandic.”
The retailer, which has operated supermarkets across Britain for 46 years, says it will fight the claim. It says it does not believe “any serious confusion or conflict has ever arisen in the public mind” between the chain of stores and the volcanic Viking-founded nation.