UK supermarket chain Iceland drops trademark dispute with Iceland
The Guardian World
by Julia KolleweMarch 4, 2026
Company promises ‘rapprochement discount’ for shoppers from country after decade-long action in EU court
The UK supermarket chain Iceland has abandoned its decade-long trademark battle with Iceland and instead promised a “rapprochement discount” for shoppers in the country.
After the budget grocery chain suffered its third legal loss last year, its executive chair, Richard Walker, said on Wednesday that it would draw a line under the dispute.
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Originally published on The Guardian World on 3/4/2026