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Bimbo Group Refused European Trademarks

Published on Mar 29 2016 4:38 PM in A-Brands tagged: EU / Snacks / Mexico / Bimbo Group

Bimbo Group Refused European Trademarks

Mexican brand Bimbo Group is continuing to have trouble registering as a trademark in Europe as it tries to expand its business, according to

The company recently appealed the Office for Harmonization in the Internal Market’s (OHIM) decision that it could not trademark a 3D shaped tortilla, as it did not differ sufficiently from other shapes commonly used for snacks.

The Court of Justice of the European Union (CJEU) – which also recently ruled that the company couldn’t trademark the word ‘bimbo’ because it means ‘child’ in Italian – dismissed Bimbo’s action against the OHIM.

The Mexican group first tried to trademark its 3D corn chips in April 2013, something that the OHIM denied in October of that year and again in June 2014.


The OHIM ruled that that product was devoid of the distinctive character required for a trademark.

© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Gabriela Guédez. To subscribe to ESM: The European Supermarket Magazine, click here.

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