The food industry could soon be governed by more stringent packaging legislation after supermarket giant Aldi was hit with legal action over design imitation, reports.

Earlier this week, Icelandic Seachill, which has its UK headquarters in Grimsby, secured a high court interim injunction against Aldi after claiming that the supermarket chain had unlawfully copied the packaging designs from its ‘The Saucy Fish Co’ brand.

Icelandic Seachill’s head of sales and marketing, Simon Smith, said that Aldi’s imitation has the potential to damage the level of trust it has built with its own customers. He was quoted by as saying: “Our brand represents a promise of consistency, not easily replicable by packaging alone.

“Originality and innovation are two of our watchwords, built through investment over the last three years as we’ve nurtured and grown a unique and desired brand, now valued at £35 million. It’s really important for us to protect our distinctive brand identity as a mark of premium quality.”

Mr Smith went on to suggest that attempts to trade on other brands’ reputations should lead to harsher consequences, and that other businesses are likely to be watching the case with interest.

In response to the claims, Aldi sought to play down the injunction by suggesting that its own range had simply come to the end of a trial phase.


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