Milka has lost a decade-long battle against Ritter Sport’s iconic square chocolate. Although initially they won against Ritter Sport in 2016, they lost when their case went all the way to the German Federal Court of Justice who said that “the shape of a product or packaging can only be excluded from trademark protection if it gives significant value to the product”.
It further said that “the square shape of the packaging has no particular artistic value and does not lead to significant price difference with the similar products”.
The idea of square chocolate bar is said to have been developed in 1932 by Clara Ritter who wanted to make a chocolate size bar that could fit in the jacket pocket without breaking but without compromising on the weight of the chocolate of a normal bar.
What this victory means is that Ritter Sport is the only widely known square chocolate to remain on the shelves in Germany.
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Germany's Ritter Sport wins square chocolate battle against Milka