Europe Rules Nestle’s Plant-Based Incredible Burger Too Similar to Impossible Burger

As impossible as it sounds, Nestle (OTC: NSRGY) has lost a European trademark infringement case to Impossible Foods over its plant-based burgers. The District Court of The Hague in the Netherlands ruled Nestle's Garden Gourmet Incredible Burger is so close in name to Impossible Foods' Impossible Burger that it would confuse consumers, even though the former launched its burgers in 15 countries last year and the latter doesn't sell its burgers in Europe yet. The market for plant-based meat alternatives is growing in the U.S. and globally, with Impossible Foods and Beyond Meat (NASDAQ: BYND) having credibly earned first-mover leadership status at restaurants and supermarkets.