New Zealand shop told to cover up Weetabix label

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Boxes of Weetabix will have to be covered up to avoid being mistaken for a similar local brand if a British food store in New Zealand wants to stock the cereal, a high court has ruled.

Little Bit of Britain – a shop in the city of Christchurch – has been desperate to stock the famous wholegrain biscuits, but until now had not been allowed to at the behest of the producer of rival product Weet-Bix.

Weet-Bix maker Sanitarium had argued that customers might mistake the British cereal for its own product, and has secured a court order stipulating that the store must cover up the brand name to prevent a trademark breach.

Rob Scoines, general manager of the Australasian food company, told The New Zealand Herald he was “happy and pleased” with the outcome, which will also see any Weetabix products imported for non-private and non-domestic use be destroyed.


“It’s not so much about Little Bit of Britain selling Weetabix, but more about the protection of the Weet-Bix trademark,” he told the newspaper.

“The judgement enables us to protect our brand, which supports the employment of New Zealanders and contributes to the community.”

Having to cover up the packaging was not enough to dampen the spirits of the shop owners, though, who seemed delighted to be able to stock the cereal at all.

The store told its customers on Facebook that Weetabix would be part of its next delivery.

“As per the judge’s ruling, we have to sticker over the Weetabix logo so please help us out and let us know below what you think we should call it,” the post added.

“We were thinking ‘confuse a brit’ since they think we are so easily led astray. Get commenting and let us know!”


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