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Tech & Science A fight for “Freckles”: Nestle forces regional chocolaterie into $5,000 rebrand

05:30  19 february  2020
05:30  19 february  2020 Source:   smartcompany.com.au

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The Yarra Valley Chocolaterie has been forced by Nestle to rebrand dozens of products. The company was given just three months to rebrand , putting them at risk of losing , 000 worth of labelling. So the Neelands wrote to Nestle asking for a longer 12-month transition period, but never

Freckles are clusters of concentrated melaninized cells which are most easily visible on people with a fair complexion. Freckles do not have an increased number of the melanin-producing cells, or melanocytes, but instead have melanocytes that overproduce melanin granules (melanosomes)

a close up of a colorful background: Chocolate freckle© Provided by Smart Company Chocolate freckle

Confectionery giant Nestle has threatened legal action against a Victorian family-owned shop over the use of the trademarked term “Freckles”.

Nestle sent Yarra Valley Chocolaterie and Ice Creamery co-founders Leanne and Ian Neeland a cease-and-desist letter mid-last year, giving them three months to rebrand more than 20 different products, including their ‘Giant Freckle’, ‘Mini Freckles’, ‘Freckle Lollipop’ and ‘Freckled Egg’.

According to Leanne, the timing is made more difficult by the regional tourism crisis, sparked first by the bushfires and now the coronavirus travel ban.

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Nestle Allens Freckles (Confectionery): 2.7 out of 5 stars from 3 genuine reviews on Australia's largest opinion site ProductReview.com.au. Very disappointed that Allan’s freckles are now so very dull in colour and extremely oddly uneven in shape.

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“It’s a blow.

“We’ve been dealing with the impact on tourism first from the bushfires and now the coronavirus, so it’s a constant battle for small business owners,” she told the Herald Sun.

Estimating changing all their labels will cost $5,000, the Neelands asked Nestle to give them 12 months to transition, but say they didn’t receive a reply.

However, Nestle released a statement saying it was open to working with the couple to reduce the cost and inconvenience of the transition.

“It’s important for companies to protect their trademarks by preventing unauthorised use, as if they don’t, they can lose the right to their brand names forever,” it said in a statement.

“This is why when we became aware that Yarra Valley Chocolaterie was using our trademark, we asked them to stop using it.”

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Chocolaterie RenMar – 63 Ford Drive, Mansfield, Victoria 3722 – rated 5 based on 4 reviews "Delicious chocolates. A girlfriend sent me several different Chocolaterie RenMar. Chocolate shop in Mansfield, Victoria.

I've had several requests on how I do my foundation with a face full of freckles . Da da da da! I am here to teach you how to apply foundation to the skin to

The co-founders are now in the process of relabelling their hundreds-and-thousands-covered chocolate products from ‘freckle’ to ‘polka dots’.

Nestle first released and trademarked “Freckles” in 1955.

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