On 19 March 2025, renowned British fruit drinks brand Robinsons initiated a claim against supermarket Aldi in the High Court, accusing Aldi of trade mark infringement and passing off. Whilst details of the claim are not yet available, there are similarities in the appearance of Aldi’s ‘Sun Quench Squirty Squash’ and ‘Robinsons Mini’, an on-the-go miniature squash.
Aldi’s slogan “Like Brands, Only Cheaper”, accurately captures the brands reputation for offering low-cost alternatives to well-known products. This approach however has not come without its challenges, as Aldi has faced a number of legal disputes as a result.
Earlier this year, the Court of Appeal found that Aldi’s “Taurus Cloudy Cider Lemon” product unlawfully took advantage of Thatchers Cider Company’s registered trade mark for its Cloudy Lemon Cider.
This followed two actions brought by Marks & Spencer (“M&S”) in 2024, one where Aldi was found to infringe M&S’ registered design on its festive ‘light-up’ gin bottle, and another where a settlement was reached over the infamous Colin the Caterpillar cake.
These cases highlight the growing concern shown by established brands over the growth of look-alike products in the market.
As the proceedings unfold and facts of the case are brought to light, both the retail and beverage industries will be closely monitoring the case, given its potential implications for branding and intellectual property rights. Whilst such claims are challenging to prove, they are crucial for maintaining the distinctiveness and reputation of established brands.
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