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Nestlé loses appeal over KitKat mark - reaction

James Nurton, London

The England and Wales Court of Appeal has upheld a ruling that Nestlé's application for a UK trade mark for the shape of the KitKat chocolate bar should not be registered as the mark had not acquired a distinctive character

The judgment, released on May 17, is the latest decision to find against Nestlé in its battle with rival Cadbury over the registration of the four-finger chocolate bar.

Initial reactions (see below) suggest it will make it harder to register...

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