In the fast moving consumer goods (FMCG) industry, trade marks play a vital part in a brand’s identity and a customer’s perception of quality. Following this year’s International Coffee Day (1 October), trade mark attorney Natasha Walker ‘spills the beans’ on the importance of registered protection, both for the UK’s booming coffee market, and for the FMCG sector in general.
Whether it is the pumpkin spice flavour that signals Autumn’s arrival, or the steaming cup that keeps us company on a cold and hectic commute, coffee and its very consumption are an intrinsic part of many people’s daily lives.
The UK’s thirst for coffee, whether hot or iced, apparently knows no limits. According to the British Coffee Association, we consume approximately 95 million cups every day in the UK. This equates to a staggering 2.8 billion cups a year, which is indeed a whole ‘latte’ coffee. In 2024, coffee even became the most consumed drink in Britain, knocking the traditional cup of tea into second place.
A symptom of this growth has been the increasingly diverse range of coffee-related products and brands available, both on the shelves and in the high street.
In supermarkets, although Nescafé continues to be the leading coffee brand by sales in the UK, newer, independent brands such as Grind and Union now take pride of place on the shelves, with even greater variety and choice online.
On the high street, longstanding chains such as Costa Coffee, a British stalwart since it opened its first shop on Vauxhall Bridge Road in 1981, are now joined by local, independent cafés and coffee shops, each with their own brands and blends.
Small wonder, then, that there has been an increasing number of UK trade mark applications filed for independent, speciality coffee stores, each one eager to take a sip from the UK’s big coffee cup.
How can Gateley IP help?
Whether you are developing a new brand or looking to enhance the protection of an existing one, we can provide strategic advice relating to registered rights and other forms of intellectual property (IP).
This includes supporting you with:
1. Brand clearance
As its name suggests, FMCG is a fast-paced industry with lots of competition. It can therefore be difficult to come up with a new, unique brand name that does not infringe the registered rights of any existing brand owners. As trade mark attorneys, we can help during the brand creation process by checking relevant trade mark registers for anything that could impact your freedom to use your desired mark. Where problems are identified, we can provide clear, logical advice on the way forward, whether that is rebranding or selecting an alternative mark. This means you are as informed as possible before making the leap to launch your brand.
2. Registering for protection
Once you’ve identified the mark that you want, we can work with you to implement a clear trade mark filing strategy. This will also ensure that you have the right level of protection in the right jurisdictions, within your desired budget.
3. Enforcing your rights
The process does not stop here, however. We can help you to monitor your brand and enforce your registered rights against any third parties that may attempt to infringe them. We can also help you to draft and implement a robust anti-counterfeiting policy to protect your brand on the shelves and online.
We understand the business needs of brands large and small, whether they are just starting out with a new name, or looking to add a new, unique product to their portfolio.
With the right strategy and the right advice, FMCG businesses can make their mark in a crowded marketplace and develop their own signature blend of brand awareness for consumers in the UK and beyond.