Iceland has begun the latest phase of its ongoing trademark dispute with the Icelandic government as it appeals against a decision that stripped it of EU trademark protection for the word Iceland.

Executive chairman Richard Walker OBE appeared at the General Court of The European Union in Luxembourg on Wednesday (16 October) to provide opening statements in the supermarket’s appeal.

It marks the third round of legal proceedings in an eight-year battle over the use of the word ‘Iceland’ for marketing products in the EU.

The dispute started in 2016 when the Icelandic government challenged Iceland Foods’ EU trademark, which the retailer had secured in 2014, after the supermarket chain attempted to prevent Icelandic producers from using their country’s name to market products.

In December 2022, the EU Intellectual Property Office (EUIPO) upheld a 2019 ruling that revoked Iceland’s trademark protection.

While this decision does not affect the company’s ability to operate or sell its products in the EU, it prevents it from claiming exclusive use of the word in the bloc.

In a LinkedIn post, Walker described the legal battle as “a really important battle” for his family business.

He said: “We have traded under the Iceland name in the UK since 1970 and today we are one of the UK’s most recognised brands with 1000 shops, 5m customers a week and a growing international presence in more than 65 countries – including many in the EU and EEA.”

The retailer maintains that its name refers to the “land of ice” rather than the country. While Iceland did not provide an official comment on the ongoing case, the company anticipates that the legal proceedings could continue for some time.

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