ITC changes packaging of its digestive biscuits brands to resolve packaging feud with Britannia

Following a 10-month-long legal dispute, ITC has changed the packaging of its digestive biscuits brands ‘Sunfeast Farmlite 5-Seed Digestive’ and ‘Sunfeast Farmlite Veda Digestive’.

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In its judgement passed on August 4, the Delhi High Court considered the matter resolved, and Britannia has withdrawn all claims for rendition of accounts, damages, and costs.

The new packaging for Sunfeast Farmlite 5-Seed Digestive includes an orange and yellow colour scheme, replacing the red and yellow combination which Britannia had taken objection to.

“The Respondents have modified their packaging of the products ‘Sunfeast Farmlite 5-Seed Digestive’ and ‘Sunfeast Farmlite Veda Digestive’ which are already in the market,” the judgment said. “The Appellant has no objection to the use of the modified packaging of the Respondents as depicted hereinabove,” it added.

Last month, the court had given both ITC and Britannia 4 weeks to come to an agreement regarding the revised packaging by the former.

Late last year, Britannia dragged ITC to court claiming trademark infringement over its NutriChoice Digestive biscuits packaging. It claimed that the packaging of ITC’s Sunfeast Farmlite 5-Seed Digestive is ‘deceptively similar’ to its own Nutri Choice brand.

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