Defining ‘Impossible’ in the EU

The European Union’s General Court last Wednesday decided that California-based Impossible Foods cannot block the trademark application of Impossible Bakers, an independently owned bakery in Spain.

The court, based in Strasbourg, France, concluded that the bakery’s flying elephant logo, stylized lettering and emphasis on the word “Bakers” sufficiently differentiate it from the alt-meat company’s minimalist, red colored mark.

“The signs at issue were visually similar to a low degree,” the court…