Premier Foods (Pty) Ltd, represented by Adams & Adams, recently successfully defended a competitor complaint before the Advertising Standards Authority of South Africa (“ASA”) by Pioneer Foods (Pty) Ltd. The matter related to the packing of pre-sliced white bread.

Pioneer’s complaint was that the recently amended packaging of Premier’s MISTER BREAD 600 gram pre-sliced white bread was contrary certain provisions of the ASA’s Code of Advertising Practice, in that it imitated the packaging for its SASKO 700 gram pre-sliced white bread, and took advantage of the advertising goodwill that Pioneer claimed to have acquired in the packaging of that bread.

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Written by Jeanette Visagie – Associate, Trade Mark Litigation Department, Adams & Adams
Verified by – Jenny Pienaar, Partner, Trade Mark Litigation Department, Adams & Adams