// Lidl pokes fun at M&S over the ‘Percy Pig’ ice cream saga
// M&S wrote to a local ice cream parlour last week requesting it stop using the trademarked ‘Percy Pig’ name
Lidl has poked fun at M&S by stepping into a dispute involving the name of flavours at a local ice cream parlour.
Hitchin-based Fabio’s Gelato received a letter from M&S last week asking it to stop using the trademarked ‘Percy Pig’ name for one of its ice cream flavours.
“We hope you understand how important it is for us to protect our brand,” the retailer said, adding that the parlour can still use the new flavour but not the name.
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On Tuesday, Lidl wrote to Fabio’s Gelato after hearing about its “piggy pickle” offering up its Henry Hippo name.
“We’ve been reading all about your “piggy pickle” and wanted to reach out with a “Lidl” inspiration for your next flavour courtesy of our very own Henry Hippos!” the German grocer said.
“Sending you a bumper-load to work your gelato magic with. What’s more, we’d be simply honoured if you were to name it Henry Hippo ice cream!”
Last month, fellow German grocer Aldi reignited the ‘caterpillar cake war’ with M&S as it launched a cheeky ad ahead of King Charles III’s Coronation weekend at the start of May.
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