June 2, 2020

The plant-based meat wars are hitting the courts

A European court just blocked Nestlé from naming its burger brand “Incredible.”

Photo by ANGELA WEISS/AFP via Getty Images

Bad news for anyone who uses Thesaurus.com to come up with brand names: Citing trademark concerns, a European court just blocked Nestlé from naming its plant-based burger line the “Incredible Burger.”

The problem? According to the court, the Incredible Burger sounds a bit too much like Impossible Foods’ Impossible Burger. 

Fake meat, real drama

Nestlé’s burger — which launched under the company’s meatless Garden Gourmet brand — has hit shelves in 15 European markets, plus Australia. Stateside, Nestlé sells a different product, made from pea protein — it’s called Awesome Burger.

It’s not a coincidence that these copyright concerns are coming up now. Impossible is gearing up for its big launch in Europe, and the company  claimed that the new Incredible Burger was an effort to cool off its hot streak.

The plant-based protein market is getting tight. Last year, Impossible’s culinary rival, Beyond Meat, announced plans to open a new manufacturing facility in the Netherlands.

The Incredible Burger might be dead, but Nestlé already has a backup name while it appeals the decision: the Sensational Burger.

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