“We are the only ones that can sell square potato chips to the Danes,” claims Denmark’s largest crisps producer KiMs, which has dragged its German-owned competitor, Taffel, to court for violating its alleged monopoly.
For 28 years, KiMs has made a fortune selling millions of square-shaped ‘snack chips’ in flavours such as tomato, sour cream and onion, and spicy.
Fierce competition
However, earlier this year, Taffel became KiMs’ number one competitor after launching its square crunchy alternative, ‘super snacks’, which are strikingly similar to the KiMs snack chips.
KiMs promptly responded, fearing that Taffel, which is backed by international manufacturer Intersnack, may threaten KiMs’ leadership position in Denmark.
“I can confirm that the dispute concerns the right to produce rectangular chips,” KiMs chief executive Kim Munk told Ekstra Bladet.
Chris Samways, Taffels CEO, was quick to respond. “No-one can own the exclusive right to produce something as generic as a square crisp,” he said. “If KiMs gets its way, it will restrict free competition and consumer choice.”
Taffel sales stopped
In light of the drama, Taffel has agreed to stop the sale of its ‘super snacks’ until a judge has come to a verdict, which is currently expected to be announced by late summer or early autumn.
In the meantime, Taffel has changed the shape of its chips so they now are oval, not rectangular.
