A Christian group has begun moves to challenge Cadbury over its sole right to trade chocolate wrapped in ‘ecclesiastical’ purple packaging.
Last week Cadbury, now owned by Kraft, won the exclusive rights to trade with the regal hued wrappers which identify the confectioners Dairy Milk range.
That battle was against Nestle but Cadbury’s latest foe has more of a David and Goliath feel to it, they are up against the meaningful Chocolate Company, a tiny fair trade outfit which specialises in Christmas and Easter treats.
The firm had been using the offending colour to sell a range of chocolate Christmas tree decorations, which it says is recognised by the Church as symbolising advent, but has been forced to switch to scarlet following advice from intellectual property lawyers.
Angered by this the Bishop of Chelmsford, the Rt Rev Stephen Cottrell, has called on Cadbury to back down, claiming that it risked ‘demeaning’ itself by being ‘precious’ about the colour.
"Relax, smile, eat a few squares of your chocolate - and don't be so precious over purple," Cottrell said. "Cadbury should reflect that before they even existed, the colour purple was around and – perish the thought – after they have gone, it will still be here.
“You may own the rights to purple, but you can’t own the colour.
“Fighting some battles, even ones you win, can actually be demeaning. Far better to be generous, then no one loses.”