Designers ignorant of copycat packaging code

A ROW between Tesco and Kellogg’s over copycat corn flake packets is highlighting the negligible impact of the Institute of Grocery Distribution’s code of conduct on lookalike packaging.

Own-brand clients such as Tesco and Sainsbury are reportedly continuing to brief designers to create packs which look closely like brand leaders. In the case of Kellogg’s and Tesco, both companies are members of the IGD and are in “amicable talks about the pack”, says a spokeswoman for Tesco.

But a design group which wishes to remain anonymous claims to have “had a number of briefs from Tesco where we’ve been asked to rip off the brand leader, and we’ve made the decision not to continue working with Tesco”. The group says it has no knowledge of the IGD code.

Tesco states that it will not withdraw its new corn flake packet, which the spokeswoman says has been collaboratively designed by the in-house team and an independent consultancy she declines to name.

A Kellogg’s spokeswoman says Tesco’s attempt to “mimic” the Kellogg’s pack will not be tolerated. Kellogg’s is insisting Tesco change its pack immediately.

The IGD itself refuses to comment on the Tesco/Kellogg’s talks. “It is inappropriate for the IGD to make any comment about individual cases,” says an IGD spokesman.

See News Analysis, page 8.