Iceland Is Considering Suing Iceland The Supermarket

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A new ‘cold war’ may be on the horizon as Iceland the country considers legal action against Iceland the frozen food shop.

The Icelandic government has confirmed that it is considering launching a lawsuit against the British supermarket Icleand in a bid to protect its identity.

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Iceland’s ministry of foreign affairs said it is contemplating filing a suit against the frozen foods giant 45 years after it was founded.

Metro reports:

The chain, which employs more than 20,000 people in more than 850 stores, was originally controlled by Icelandic retail group Baugur up until 2009.

Following Baugur’s collapse after the Icelandic financial crisis, it was then passed on to banks Landsbanki and Gitnir.

Iceland’s founder, Malcolm Walker, then took it over in 2014.

The supermarket has responded to talks of potential legal action brought against them, saying: ‘Iceland Foods has traded under the Iceland name in the UK since 1970, and is today one of the UK’s most recognised brands.

‘We have also traded as Iceland for many years in other EU countries, and in non-EU countries, including Iceland itself.

‘We are not aware that our use of the Iceland name has ever caused any confusion with Iceland the country.’

But Promote Iceland, which is a part of the country’s foreign ministry, said it was concerned Icelandic firms are able to register the name ‘Iceland’ across the UK and EU.

A spokesman for the ministry said: ‘I can confirm that this is being looked into, but no decision has been made.’