Ice cream parlor renames Percy Pig flavor after letter from M&S

'Funny pig' the flavor sold by Fabio's Gelato mimicked the flavor of M&S' Percy Pigs Photo: Fabio Vincenti

The ice cream parlor was forced to rename the Percy Pig-inspired flavor after Marks & Spencer (M&S) complained about the use of their brand.

Fabio's Gelato in Hitchin, Hertfordshire began selling "Perky Pig" ice cream last week.

The flavor mimicked popular M&S sweets that taste like strawberries and raspberries. Individual Percy pigs were also dotted on top of a bowl of ice cream in a photo that was used to advertise ice cream online.

Owner Fabio Vincenti said his company quickly received a letter from M&S demanding they stop using their products. brand to promote their products.

A letter from the seller, which Mr. Vincenti posted on social media, said: “While we are honored that you were inspired to create a fragrance based on our Percy Pig sweets, and in no way want to prevent you from selling this fragrance or using our sweets, we would be grateful if you would not use the name Percy Pig for this.

The letter suggested alternative names such as "Pig Faces" and "Sweets for pigs" for Mr. Vincenti's ice cream.

M&S said she was "flattered" ice cream flavor, but gave Mr. Vincenti 14 days to choose a new name. Photo: Jam Press/Fabio's Gelato

The ice cream has now been renamed Fabio's Pig.

Mr Vincenti told the BBC: «That's what it is, they have to protect Percy Pig.»

M&S said Percy Pig was «one of our 'heroic' brands» , and he risks losing trademarks if he doesn't take steps to protect them.

Percy Pig sweets were introduced by M&S in 1992. became one of the best-selling treats.

Last year, M&S sued the candy maker Swizzels for selling a range of Pigs Mugs sweets that it claimed were «very similar» to Percy Pig.

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M&S said in court documents that £131.7 million worth of sweets have been sold since launch and that 271 bags of sweets pass through the box office every minute.

< p>Mr. Vincenti has recreated the flavors of other famous brands in the past, including Marmite. He said reviews from companies were generally positive, but he «wondered why no one ever moaned and always knew someone had something to say.»

M&S reached out for comment .