On 1
July 2003, the Swedish Market Court issued a verdict in favour of Vaasan &
Vaasan Oy in a case regarding the changing of Fazer Crisp packages, which are
very similar to the FINN CRISP thin crisp packages produced by Vaasan &
Vaasan Oy, on the Swedish market. Fazer has to renew its packages by the 1st of
January 2004.
Vaasan & Vaasan Oy has produced and marketed thin crisps under the FINN
CRISP brand since the 1950s. Today FINN CRISP is an internationally renowned
brand, exported to some 30 countries around the world. The brand is also known
for other internationally marketed Vaasan & Vaasan crisp bread products.
FINN CRISP has consolidated its position as a market leader in thin crisps in
Sweden, where FINN CRISP products have been on sale for 25 years.
In 2001,
Fazer redesigned the packaging of the thin crisps it markets in Sweden so that
it was noticeably similar in colour and other visual aspects to the FINN CRISP
thin crisp package. Also the brand name was changed to Fazer Crisp, which is
reminiscent of FINN CRISP. Consumer studies (BRAND EYE 2001–2002) have
confirmed that consumers easily confuse Fazer’s and FINN CRISP’s packaging and
erroneously assume there to be a connection between Fazer and FINN CRISP
products. In addition Fazer has misleadingly called its product “en genuint
äkta Crisp” (”the real, genuine Crisp”) in its marketing and widely used the
slogan “bäst på fullkorn” (”best in grain”).
In the verdict issued on 1 July, the Swedish Market Court stated the following:
“FINN CRISP package is conceived to have a distinctive character…The front side
of Fazer’s package resembles Vaasan&Vaasan’s packages. It has similar
colour scheme and general construction. At first glance packages give a similar
impression.”
The verdict of the Court can be read in full at: www.marknadsdomstolen.se.
“The Market Court decision supports the understanding that Vaasan & Vaasan
Oy and Swedish consumers have of the market position held by FINN CRISP thin
crisps. FINN CRISP has established its position in Sweden over the decades:
according to statistics, each Swede eats an average of 360 grams of FINN CRISP
per year. In practice this means 1.8 packets of FINN CRISP per Swedish
citizen,” remarks Magnus Johanson, responsible for Vaasan & Vaasan
Oy’s international operations.
For further information contact:
Vaasan & Vaasan Oy
Magnus Johanson, Director, International Operations
tel. +358 204 462 062
Kari-Pekka Syrjä, Director, Legal Affairs
tel. +358 204 462 011
www.vaasan.com
Vaasan
& Vaasan Group is the biggest baking company in the market area of Finland
and Baltic States, one of the world’s largest producers of crisp bread and an
important Nordic bake-off producer.
Vaasan & Vaasan Group includes Vaasan & Vaasan Oy in Finland, AS Leibur
in Estonia, A/S Hanzas Maiznicas in Latvia, UAB Vilniaus Duona Plius in
Lithuania and Delice Scandinavica AB in Sweden. The company turnover in 2002
was EUR 260 million and the amount of personnel approximately 4 200.
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