Case Study: Kraft Foods Schweiz Holding GmbH defends Toblerone’s 3D trademark with Novagraaf

Kraft Foods Schweiz Holding GmbH protects Toblerone’s 3D trademark in 2026 with Novagraaf

Kraft Foods Schweiz Holding GmbH, the owner of the iconic Toblerone chocolate bar shape, faced a legal challenge to its European Union 3D trademark. A competitor, Millano, filed for its invalidity, arguing the shape was either generic, functional, or lacked distinctiveness. Kraft Foods engaged the vendor Novagraaf for intellectual property support to defend this valuable trademark asset.

The solution implemented by Novagraaf was a successful legal defense before the EUIPO Cancellation Division. Novagraaf's specialists helped secure a complete victory where the EUIPO rejected all arguments for invalidity, fully upholding the trademark's validity. This result cemented the legal protection for Toblerone's unique shape in the EU and ordered the opposing party to bear the costs of the proceedings, amounting to €450.

Kraft Foods Schweiz Holding GmbH