An ice cream parlour has been forced to change the name of its Percy Pig product after Marks & Spencer complained.
Fabio’s Gelato got a letter from the retail giant over its raspberry and strawberry flavour with Percy Pig sweets on top.
The ice cream was sold as a £8 takeaway tub.
But M&S said the tiny shop had infringed its trademark with its ‘Perky Pigs’ product.
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Owner Fabio Vincenti received the letter telling him he could continue to use the sweets, but not the name of the product.
The ice cream parlour in Letchworth, Hertfordshire, only began making the sweet treat last week.
The letter said: “It has recently come to our attention that you are intending on offering for sale at your Letchworth dessert parlour an ice cream/gelatio under the sign ‘Percy Pig’
“While we are flattered that you have been inspired to create a flavour based on our Percy Pig sweets.
“And in no way wish to stop you selling this flavour or from using our sweets to top it, we would be grateful if you could avoid using the name PERCY PIG to do so.
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“Percy Pig is one of our ‘hero’ brands and we own trademarks to protect it.
“We risk losing those trademarks and more importantly to us, consumers will no longer be confident Percy Pig-branded products originate from M&S, if we do not take steps to stop others from using them without our permission.
“We hope you understand how important it is for us to protect our brand.
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“However, we also understand that mistakes are easily made in this area and we are keen to resolve this amicably.
“We would therefore be grateful if you could confirm to us within 14 days of this letter that you have renamed this flavour to one which does not use the ‘Percy Pig’ mark or anything similar to it, but something like ‘Pig Faces’ or ‘Pig Sweets’ would be fine.”
It has renamed Perky Pigs to Fabio’s Pigs after being sent a letter from the retail giant.
But the ice cream parlour is now launching a competition for a new name.
Local Katy Jane O’Connor suggested: “Impercynator Pig.”
Chris Banks said: “Notorious P.I.G.
Ash Myers said: “I can’t believe it’s not Percy.”
Richard Byass said: “Not just any gelato.”
Daisy Dec said: “Babe, pig in the ice cream.”
Georgina Fensom said: “Call it ercy ig just take out the p’s.”
In April 2021 M&S began legal action against Aldi – arguing the supermarket’s Cuthbert the Caterpillar cake infringed its Colin the Caterpillar trademark.
Last February the supermarkets confirmed they had reached a private settlement.
An M&S spokesperson said: “Percy Pig is the nation’s favourite pig and he’s careful to only put his name on official M&S products.
“It’s flattering that he’s inspired Fabio’s new gelato and we hope they enjoy the treat we sent, Percy Pig sweets of course.”
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