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Nestlé loses ‘Incredible’ battle with Impossible Foods over burger name

Nestlé loses ‘Incredible’ battle with Impossible Foods

Field Notes, powered by KPMG, is a weekly news update on news nationally and globally from the agri-food sector.

Ian Proudfoot

Global Head of Agribusiness, Partner - Audit

KPMG in New Zealand


Also on


[01 June, Lina Saigol, MarketWatch]


Nestlé has been forced to rebrand its plant-based Incredible Burger to Sensational Burger after Impossible Foods legally challenged it. The Dutch court ruled that Nestlé had infringed on Impossible Food’s trademarks, and that this could confuse consumers, so Nestlé must change the name of its burger across the European Union. Nestlé report that they are disappointed by the provisional ruling and plan to file an appeal.

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