A SPANISH baker has won a six-year legal battle over the use of the word ‘doughnut’ after successfully arguing that Spaniards were likely to confuse their brand with that of a rival.

Panrico filed a complaint in 2006 after competing firm Bimbo attempted to register ‘Bimbo Doughnuts’ as a trademark.

Panrico argued that, because doughnut was not a Spanish word, there was a strong possibility of Spaniards confusing the two brands.

The European Court of Justice upheld the complaint, ordering Mexican firm Bimbo to stop using the word, because the ‘phonetic and visual similarity’ could harm Panrico’s business.

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