Not content with being the world's biggest sweet-maker, Cadbury is now laying claim to the colour purple.
The chocolate giant yesterday won a big battle in a war over its signature colour, which is used on bars such as Dairy Milk and Twirl.
Judges agreed to a new trial in the dispute involving an Australian rival.
The company, founded in Birmingham in 1824, is fiercely protective of its 'Cadbury Purple', or Pantone 2685C as it is known at the Patent Office.
It saw red last year when Darrell Lea, a New South Wales firm, used a shade of purple in its packaging and signs which Cadbury claimed had a 'striking and obvious' resemblance to its own colour.
Parent company Cadbury Schweppes sued in Australia, but the judge said it did not own the colour purple and shoppers were unlikely to confuse the two brands.
Cadbury appealed and has now been told a new trial can be held because the judge in the first hearing made mistakes over expert evidence.
As the 'king of chocolate', it is no surprise that Cadbury is keen to hold on to its purple, the colour of royalty.
The company adopted the colour in 1905, thinking that its regal associations would send out the message that eating its chocolate was a rich and indulgent experience.
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