Retail seafood company The Saucy Fish Co. won a victory this week against Aldi Stores, when a U.K. High Court issued a preliminary injunction against the German discount grocery store chain for producing what Saucy Fish charged were knock-off versions of its convenience seafood line.
Saucy Fish, a U.K.-based subsidiary of Icelandic Seachill, said Aldi’s products “were confusingly similar” to its line of ready-to-cook and ready-to-eat pouches of seafood and flavored sauces.
“Originality and innovation are two of our watchwords, built through investment over the last three years as we've nurtured and grown a unique and desired brand, now valued at GBP 35 million,” said Simon Smith, head of brand for Saucy Fish. “It’s really important for us to protect our distinctive brand identity as a mark of premium quality, as we grow our brand globally.”
Aldi has already removed the offending products from its shelves, but still dispute the case, and expect the case to go to court later this year. Smith said he wasn’t concerned about the upcoming case.
“The Saucy Fish Co. isn’t the first and won’t be the last brand to take action against copycat brands, but we’re encouraged by the outcome of the interim injunction and confident we’ll secure a positive outcome when this case reaches court,” he said.
