Nestle Loses Trademark to Kit Kat’s Infamous Shape

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Kit Kats are so simple, yet so amazing. The shape of the chocolate wafer is an idea that many chocolate companies would probably want to take. Nestle decided to get this signature chocolate bar trademarked to prevent this from happening, but the European Court of Appeal dismissed them.


Nestle’s most famous chocolate bar, Kit Kat, has a signature shape like no other. As soon as you see four chocolate fingers stuck together, you immediately know that you’re in for the delicious crispy treat. Because of how recognizable the Kit Kat shape is, it’s inevitable that many companies would like to adopt it. Unfortunately, Nestle has faced defeat after a 16-year-long battle trying to trademark the shape of the chocolate bar. The European Court of Appeal denied their request, even though it is already trademarked in Australia, Canada and South Africa.

The company Cadbury Schweppes, better known as Cadbury, is the main reason why this trademark request has been denied. Cadbury has a chocolate bar with a similar shape of four chocolate fingers known as Kvikk Lunsj. This bar is popular throughout Norway and other European countries. The court also denied the request because the shape isn’t very recognizable in every European country, as there are other alternatives that are just as, if not more popular.

People on Twitter have had conflicting opinions on this, with some people saying how it’s unfair for Nestle to have been denied the trademark, as Kvikk Lunsj and Kit Kats have a completely different shape and taste. Others, on the other hand, feel like Nestle is trying to trademark something that they didn’t invent and are silly for continuing to fight a losing battle.


Some Twitter users shared a few less opinionated, comedic comments, and some shared some unknown facts about the product and the company’s marketing secrets and tricks.


Despite many controversial, conflicting comments and thoughts made on Twitter, one question stuck out for everybody who has been reading about this situation. Nestle, what the hell is ‘four trapezoidal bars aligned on a rectangular base’? I sure hope they’re not describing a Kit Kat, because that sounds like a satanic recipe for disaster.


Do you think Nestle deserved the trademark? Do you think that they’re making a fuss over nothing? Let us know in the comments, or on Twitter at @WhatsTrending.

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