Nestlé Lost Battle With Plant-Based Meat Producer Impossible Foods Over Burger Name

Nestlé's burger can no longer be incredible. Swiss food giant lost the battle over the name in the Dutch court. 

The company has to rebrand its plant-based Incredible Burger as Sensational Burger following a legal fight from plant-based meat startup Impossible Foods.

The Hague's District Court ruling says that Nestlé had violated on Impossible Foods' trademarks and could confuse consumers.

Nestlé must change the name of its Incredible Burger in all the European Union countries. The company has four weeks to withdraw the 'Incredible' product from supermarkets to avoid a daily fine of €25,000.

Nestlé spokesperson said in a statement: "We are disappointed by this provisional ruling as it is our belief that anyone should be able to use descriptive terms such as 'incredible' that explain the qualities of a product. We will of course abide by this decision, but in parallel, we will file an appeal." 

Nestlé launched its plant-based burger in 2019. The product is available in 15 European countries. The European version of the burger is made from soy and wheat protein. In the United States, the product is made from pea protein and is sold as "Awesome Burger".

"As consumers around the world seek healthier, more sustainable diets, we have created some of the tastiest plant-based foods available," the spokesperson said.

"In Europe we offer plant-based burgers, grounds and a new sausage line under our Garden Gourmet brand. As we prepare to unveil a new burger recipe across the continent, we're excited to announce a new name befitting this innovation: the Garden Gourmet SENSATIONAL Burger."

The food giant confirms it will appeal against the verdict.

Dutch court's decision marks a victory for Impossible Foods. The US plant-based meat producer is going to launch its products on the European market soon. 
The company filed an application with the European authorities to market its Impossible Burger, which contains soy leghemoglobin, the iron-containing protein molecule made with a genetically engineered yeast. Genetically modified foods are strictly regulated in the EU.

Rachel Konrad, a spokesman for Impossible Foods, said: "This injunction from The Hague is a major victory - it's a real David v. Goliath episode against the largest food company in the world, which was attempting to confuse consumers with an inferior attempt at a knock-off." 

"The branding, description, marketing, the name itself - just shameful."