Simba copycat ruling setback for small firm

A small local potato crisp manufacturer has to change its logo and packaging after Simba Chips accused it of being a copycat, says a TimesLIVE report. The Advertising Standards Authority partially upheld Simba's complaint against Krunch Potato Chips, saying Krunch had not adequately justified the similarities between its crowned logo and Simba's. In its complaint, Simba said the crown in Krunch's logo and its slogan ‘The King of Flavour!’ exploited elements of its logo and taglines ‘Roarrrs with Flavour’ and ‘King of Snacks’. But Krunch claimed the word ‘king’ was also used by other chips brands and was not solely associated with Simba. ASA said Krunch had failed to prove the image of a crown and Simba's taglines were not the brand's original intellectual thought. Krunch said it planned to appeal as the cost of withdrawing its packaging might have devastating consequences for its business.