Cookie Wars: ITC and Britannia resolve packaging feud

• Last year, Britannia had dragged ITC to court alleging the packaging of the latter's products ‘Sunfeast Farmlite 5-Seed Digestive’ and ‘Sunfeast Farmlite Veda Digestive’ were deceptively similar.
• Close to 10 months later, ITC has modified its packaging and both the FMCG majors have agreed to put the feud to rest.

Close to 10 months after Britannia Industries dragged ITC to court for the infringement of its product packaging trademark by using similar design for the latter's biscuits,‘Sunfeast Farmlite 5-Seed Digestive’ and ‘Sunfeast Farmlite Veda Digestive’, Sunfeast has modified the packaging of both the products.

Britannia had taken objection to ITC’s packaging of both the products, calling them 'deceptively similar' to Britannia’s Nutri Choice Hi-Fibre and Nutri Choice Digestive biscuits’ green packaging. In an order dated July 8, the Delhi High Court had asked both the FMCG majors to reach a consensus regarding ITC’s new packaging for the Sunfeast products.

In April however, a single judge bench of the Delhi High Court had ruled that the packaging of the two products cannot be called 'deceptively similar' as the name of the product in both the packaging is abundantly clear.

In the judgement passed on August 4, it was revealed that Britannia has no objection to the use of ITCs modified packaging of the products and had therefore given up its claim for rendition of accounts, damages, costs etc.

This was not the first instance of the brands taking each other to court. Back in 2018, ITC had claimed that the packaging of Britannia’s Nutrichoice Digestive Zero biscuit had imitated the packaging of Sunfeast Farmlite Digestive All Good biscuit.