Nestlé Forced To Rebrand Vegan Burger After Impossible Foods Lawsuit

by | June 6, 2020

Nestlé has been instructed to rebrand its Incredible Burger following a lawsuit raised by Impossible Foods.

Plant-based brand Impossible Foods claims that Nestlé’s vegan burger is deliberately similar — in name and appearance — to its Impossible Burger.

The judge presiding over the case has ruled that in addition to rebranding, Nestlé must remove all existing Incredible Burger products from stores within four weeks, or face a fine of €25,000.

The global food giant plans to appeal the decision.

“A Major Victory”

“This injunction from The Hague is a major victory,” said Rachel Konrad of Impossible Foods.

“It’s a real David v. Goliath episode against the largest food company in the world…The branding, description, marketing, the name itself — just shameful.”

vegan burger plant based
Impossible Foods took Nestlé to court over its vegan burger (Karaidel/Shutterstock.com)

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Nestlé Vegan Burger

Nestlé launched the vegan burger in 2019 as a part of its Green Gourmet range.

“Nestlé’s continued expansion into the world of plant-based foods is not surprising given the rise of meatless meals,” said consumer analyst Arian Bassari, in an email to Raise Vegan.

“Despite the setback, Nestlé is well established in the European market and may be in a better position than Impossible Foods to capitalize on the rising popularity in the plant-based sector.”

What do you think of the ruling? Let us know your thoughts in the comments below!


One Response to “Nestlé Forced To Rebrand Vegan Burger After Impossible Foods Lawsuit”

  1. Nasim
    June 10th, 2020 @ 3:40 am

    Very interesting developments. I live in Germany, in a smaller city near Berlin and still hope to see the impossible burgers on our shelves but this Nestle burger may have had the similar name and look but it tastes not nearly as good as the impossible burger. They got nothing on them. Hope the impossible burger can have more presence in Germany soon.

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