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McCambridge happy at the end of the bread wars

McCambridge had taken legal action against fellow bakers Brennans over their “copycat” brown bread packaging.

Image: McCambridge Ltd

CHAIRMAN OF IRISH breadmaker McCambridge Ltd feels vindicated for taking legal action against rival bakers Brennans over its use of what he believes is a “copycat product”.

Michael McCambridge told TheJournal.ie that yesterday’s Supreme Court dismissal of Brennans’ appeal was what the company wanted but that it “unfortunately took longer than anticipated”.

The company decided to take action last year after being contacted by a number of customers who mistakenly purchased Brennans stoneground wholewheat loaf instead of the McCambridge version.

The High Court granted an injunction which would prevent Brennans from using the packaging in November 2011 but that decision was appealed.

“It was a big decision but you have to stand up for your principles. I myself felt it was too close and then when customers started to complain, I had to take action,” explained the chairman.

McCambridge said that people are still buying the rival product because of the confusingly similar packaging, which features matching fonts and a green block of colour.

Following the decision of the High Court, which was upheld by the Supreme Court yesterday, Brennans have to remove all of its brown bread products which feature the packaging by 11am tomorrow. The bakers had asked for four weeks but that was refused by the five-judge panel, explained McCambridge.

Celebrating

Separately, McCambridge is this week using its bread products for other purposes – to recognise the exploits of Ireland’s Olympians. Can you guess which ones?

McCambridge happy at the end of the bread wars
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That campaign is the brain-child of social media gurus Red Ant who manage the company’s Facebook account.

McCambridge will be adding new Olympic lunches over the next two weeks. Check them out here.

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