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Kraft Foods wins trademark battle over Mello Jello brand

Kraft Foods, which owns dessert brand Jell-O, had filed a rectification application before the IPAB, seeking removal of ‘Mello Jello’ mark for ice cream from the trademark registry.

US-based Kraft Foods Group LLC got a shot in the arm after the Intellectual Property Appellate Board (IPAB) ordered the removal of ‘Mello Jello’ trademark from the registry. Mello Jello is an ice-cream brand owned by a Mumbai-based firm.

Kraft Foods, which owns dessert brand Jell-O, had filed a rectification application before the IPAB, seeking removal of  ‘Mello Jello’ mark for ice cream from the trademark registry.

Manohar Sharma of Frostee Ice Cream had secured the trademark registration — Mello Jello —  in 2011. After the owner of the mark decided to withdraw the disputed trademark, the IPAB bench comprising Justice KN Basha and chairman and technical member (trademarks) Sanjeev Kumar Chaswal disposed of the rectification application.

“We direct the registrar of trademarks, Mumbai, to remove or delete the impugned trademark in Class 30 within four weeks from the date of receipt of the order,” said Justice KN Basha.

Kraft Foods Group owns a brand Jell-O, which include multiple offerings of gelatin, pudding and non-bake desserts.

Kraft Foods Group is North America’s largest consumer packaged food and beverage company, with annual revenues of more than $18 billion. The company’s iconic brands include Kraft, Capri Sun, Jell-O, Kool-Aid, Lunchables, Maxwell House, Oscar Mayer, Philadelphia, Planters and Velveeta. Kraft has 22,000 employees in the US and Canada.

Last month, Kraft Foods Group along with HJ Heinz Company had announced they entered into a definitive merger agreement to create The Kraft Heinz Company, forming the third largest food and beverage company in North America with a large portfolio of iconic brands.

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