Iceland supermarket was almost called something very different

Iceland is a familiar name on the high street but could have been called something else (Picture: In Pictures via Getty Images)

For eight years now Iceland Foods has been in an ongoing trademark battle with the Government of Iceland but the supermarket could have been called something different at one point.

Iceland and the government have entered the third round of legal proceedings over the supermarket using the word Iceland when selling products in the EU.

Iceland’s managing director, Richard Walker, appeared at the General Court of The European Union in Luxembourg, for the opening statements on October 16.

But he told Metro that before all this the supermarket giant could have been known under a different name.

He said: ‘It was actually my late mum, Lady Rhianydd Walker, who chose the name. My dad was keen on Penguin or Igloo.’

Talking about the current legal case, he added: ‘I am sure people understand that we do have a business and identity to protect. We have only ever tried to prevent other food and retail companies using the name Iceland, when it could lead to confusion over the brand.

‘We have never tried to stop Icelandic businesses from using Iceland descriptively to promote their products.

‘We’ve traded under the name Iceland since 1970 and have always taken it to mean land of ice rather than any reference or insinuation to Iceland as a country.

Mr Walker revealed his dad wanted to call the supermarket Penguin or Igloo (Picture: REX/Shutterstock)

‘This legal battle hasn’t taken any toll on us other than time and money. If we lose this round when the decision is made then we’ll appeal to the European Court of Justice.

‘The reality is that this case will have no bearing on our stores, so I understand people may ask what the point of it all is.

‘The reason I’m continuing to fight the case is that I believe it’s about showing our colleagues and customers that the history of our brand as a family-run British success story is important and it’s something I’m willing to stand up for.’

Iceland supermarket first secured its trademark in 2014 but it didn’t take long for the Government of Iceland to come along and lodge a legal challenge in 2016.

Mr Walker was in Luxembourg this time around to appeal against a 2022 ruling which stripped the supermarket of its EU trademark protection for the word ‘Iceland’.

This decision means Iceland the supermarket can not claim a monopoly on the use of the word in the EU but it does not affect its ability to operate or sell its own products in the EU.

Iceland the place (Picture: Getty Images)

Iceland stores operate across many different EU countries (Picture: REX/Shutterstock)

If the supermarket loses this latest appeal, the next step would be to go to the Court of Justice of the European Union.

The supermarket operates in many countries across the EU and funnily enough even has one branch in the Icelandic capital, Reykjavik.

The Government of Iceland has been contacted for comment by Metro.

Iceland supermarket was almost called something very different

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