tesco and its german discount rival lidl traded allegations of copying brands and deceiving customers at londons high court on tuesday in a dispute over britains biggest retailer using a yellow circle on a square blue background lidl sued tesco in 2020 shortly after britains market leader with a 275 share adopted a yellow circle against a blue background to promote its clubcard prices discount scheme the germanowned supermarket group says tesco deliberately copied the lidl trademark to deceive customers into thinking its prices are comparable tesco says it is not using lidls trademark which it says is invalid because lidl applied for it in bad faith advt lidls lawyer benet brandreth said on the first day of the trial on tuesday that consumers are being deceived by tescos promotion meaning that lidl which has a 71 market share in britain is losing customers to it unless the court takes action those consumers who believe that tesco price match with lidl meaning i can just shop at tesco will continue to be deceived into paying higher prices as a result brandreth said in court documents but tescos lawyer hugo cuddigan accused lidl of hypocrisy and said it copies the branding of wellknown products claire farrant lidl gbs marketing director told the court in evidence that it is not the companys policy to take advantage of established brands recognition and reputation cuddigan however said it was no coincidence that lidls neo cookies are sold in blue and white packaging and that it was inevitable that unwary customers will buy neos off the shelf thinking they are oreos lidl had not copied the oreos branding farrant said adding our customers are wellaware of what they are buying oreos are manufactured by mondelez international reuters published on feb 8 2023 at 0459 pm ist telegram facebook copy link be the first one to comment comment now comments comment now read comment 1 all comments post post find this comment offensive choose your reason below and click on the submit button this will alert our moderators to take actions reasons for reporting foul language defamatory inciting hatred against a certain community out of context spam others report join the community of 2m industry professionals subscribe to our newsletter to get latest insights analysis download etretail app get realtime updates save your favourite articles scan to download app tesco lidl mondelez international blue trademark clubcard prices homenewstesco and lidl square off in yellow on blue trademark row