Copycat packaging rows are less likely in the future because the issue has been widely discussed in the boardrooms of retailers and brand-owners, predicts Institute of Grocery Distribution chief executive Dr John Beaumont.
Beaumont’s comments come as the IGD prepares to announce the code of conduct it has negotiated between the two sides.
“I don’t anticipate that many disputes in future,” he says. “Discussion surrounding the code has raised the issues at director level in top companies.”
Beaumont says the body will act as “a forum for discussion with formalised mediation” to control disputes over copycat packaging.
The long-awaited code of conduct for lookalikes is a four-stage procedure involving conciliation and then formal mediation. Disputes could still end in the courts if retailers and brand-owners fail to resolve disputes via the IGD.