The plant-based meat wars are hitting the courts

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A European court just blocked Nestlé from naming its burger brand “Incredible.”

Bad news for anyone who uses Thesaurus.com to come up with brand names: Citing trademark concerns, a European court just blocked Nestlé from naming its plant-based burger line the “Incredible Burger.”

The problem? According to the court, the Incredible Burger sounds a bit too much like Impossible Foods’ Impossible Burger.

Nestlé’s burger — which launched under the company’s meatless Garden Gourmet brand — has hit shelves in 15 European markets, plus Australia. Stateside, Nestlé sells a different product, made from pea protein — it’s called Awesome Burger.

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