Swiss food and beverage giant Nestlé has been forced to rebrand its plant-based Incredible Burger as Sensational following a legal challenge from U.S. meat startup Impossible Foods.
The District Court in The Hague ruled that Nestlé had infringed on Impossible Foods’ trademarks and could confuse consumers and so must change the name of its Garden Gourmet Incredible Burger across the European Union. The Dutch court gave Nestlé four weeks to withdraw the old product name from retail shelves or face a daily fine of €25,000.
Nestlé’s Incredible Burger, made from soy and wheat protein, launched in April 2019 and is sold in 15 countries across Europe. In the U.S., Nestlé sells a meatless patty called “Awesome Burger,” which is largely made of yellow pea protein.