Innocent naming row ends with vitamin rebrand

By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Tuesday, 20 September 2011 08:30AM

Innocent Vitamins, a range of supplements for children, has been rebranded as Innovitive Vitamins after a trademark dispute with Innocent Drinks.

Innovitive Vitamins: founder Dawn Reid with her children

Innovitive Vitamins: founder Dawn Reid with her children

The clash followed the launch of Innocent Vitamins by founder Dawn Reid last year. Innocent Drinks, which is part-owned by Coca-Cola, demanded that Reid withdraw the word from the brand name. 

The case was settled out of court in June. Reid agreed to rebrand the product, provided Innocent Drinks does not enter the vitamins market in the next three years. Innocent Drinks said it was "pleased" with the vitamin company's decision to rebrand the range.

This article was first published on marketingmagazine.co.uk

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