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data-testid="tag-name"><a title="Coffee" href="/topic/coffee-le0">Coffee</a></li></ul><script type="application/ld+json">{"@context":"http://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://www.watoday.com.au/business","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"https://www.watoday.com.au/business/companies","name":"Companies"}},{"@type":"ListItem","position":3,"item":{"@id":"https://www.watoday.com.au/topic/coffee-le0","name":"Coffee"}}]}</script></div><h1 data-testid="headline" itemProp="headline">Australian coffee brand Vittoria humbles Moccona in glass jar fight</h1></div></div></header><section class="_3OhA4"><div class="_2h56q _2bGxr"><div class="_3J1te"><h5 class="_3-xPQ"><span class="_3pGt1">By </span><span><span data-testid="byline"><a href="/by/jessica-yun-p535wz" title="Articles by Jessica Yun">Jessica Yun</a></span></span></h5><div class=""> <span class="_2xetH"><time class="_2_zR-" data-testid="datetime" dateTime="2024-11-08T13:58:04+08:00">November 8, 2024 — 1.58pm</time></span></div></div></div><div class="_2CSKo noPrint"><div class="_1KqZ_"><div class="hLTvJ"><button aria-checked="false" aria-describedby="saveTooltip" aria-label="Save article to read later" class="_31ZN0" role="switch" type="button"><svg aria-hidden="true" class="QMY9O _11R7m" focusable="false" height="1em" width="1em"><use xlink:href="#icon-save"></use></svg><span class="_3-fU6">Save</span></button><div aria-hidden="true" class="_1lwFz uXbxr" id="saveTooltip" role="tooltip"><button>Log in</button>,<!-- --> <a data-testid="login-register" href="https://watoday.myfairfax.com.au/channel/cWvEleexy48f-PI5-jlBnw/members/signups/new?callback_uri=">register</a> <!-- -->or <a href="https://subscribe.watoday.com.au/?promote_channel=HI_HL_GNL">subscribe</a> <!-- -->to save articles for later.</div><div><div aria-hidden="true" class="_1lwFz WUf_a _1pHo1" id="onboardingTooltip" role="tooltip"><h3>Save articles for later</h3><p>Add articles to your saved list and come back to them any time.</p><button class="_2YSi8 _17BTN _3_hLE" data-ffx-event-action="cta click" data-ffx-event-category="save onboarding" data-ffx-event-label="got it - part 1" data-ffx-hittype="event">Got it</button></div></div></div><div class="_2Cn91"><div class="_2KkCz"><button class="_30X7v _2-NUy" data-ffx-event-action="cta click" data-ffx-event-category="component" data-ffx-event-label="font size normal" data-ffx-event-value="0" data-ffx-hittype="event">Normal text size</button><button class="_3Rq_0" data-ffx-event-action="cta click" data-ffx-event-category="component" data-ffx-event-label="font size large" data-ffx-event-value="0" data-ffx-hittype="event">Larger text size</button><button class="_3VkdU" data-ffx-event-action="cta click" data-ffx-event-category="component" data-ffx-event-label="font size extra large" data-ffx-event-value="0" data-ffx-hittype="event">Very large text size</button></div></div></div></div></section><section class="_1Rw6X" data-testid="article-body-top"><aside class="_2GZaf"><div class="_1q-_I _3sCHz"><div class="container"><div class="adWrapper _2UMq- noPrint" data-testid="ad"><small class="_3ToRr">Advertisement</small><div class="" id="adspot-160x600_300x250_300x600-pos2-desktop"></div></div></div></div></aside><div class="_1ysFk" data-testid="article-body"><div><div class="_5JLqO"><div class="_1Ld7U" id="beyondwords-player"></div><div class="_3Fhwk" data-testid="showPlayerOverlay"></div></div><div class="_1665V _2q-Vk" data-testid="body-content"><p>Vittoria has won its legal battle against the second-largest coffee company in the world, which picked a fight against the Australian brand over its instant coffee glass jar packaging, arguing that it was passing off Moccona’s “iconic” jar shape.</p><p>Justice Michael Wheelahan dismissed the claims of Moccona’s maker – the $15 billion American-Dutch coffee giant Jacobs Douwe Egberts (JDE) – saying that there was little chance consumers couldn’t tell the difference between the two brands.</p><figure class="_3ujPS _3x3-4 RMwbY _2XZQH" data-testid="image"><div aria-label="enlarge image" class="_1lwW_" role="button" tabindex="0"><picture class=""><source media="(min-width: 1024px)" srcSet="https://static.ffx.io/images/$zoom_0.126%2C$multiply_0.9788%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/8916330d3c83545eb14d34d51ee317f2295d6014, https://static.ffx.io/images/$zoom_0.126%2C$multiply_1.9577%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_62%2Cf_auto/8916330d3c83545eb14d34d51ee317f2295d6014 2x" height="494" width="740"/><source media="(min-width: 768px)" srcSet="https://static.ffx.io/images/$zoom_0.126%2C$multiply_1.0159%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/8916330d3c83545eb14d34d51ee317f2295d6014, https://static.ffx.io/images/$zoom_0.126%2C$multiply_2.0317%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_62%2Cf_auto/8916330d3c83545eb14d34d51ee317f2295d6014 2x" height="512" width="768"/><img alt="Moccona’s parent company sued over Vittoria’s 400g instant coffee glass jar – and Vittoria has won." src="https://static.ffx.io/images/$zoom_0.126%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/8916330d3c83545eb14d34d51ee317f2295d6014" height="390" width="584" srcSet="https://static.ffx.io/images/$zoom_0.126%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/8916330d3c83545eb14d34d51ee317f2295d6014, https://static.ffx.io/images/$zoom_0.126%2C$multiply_1.545%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_62%2Cf_auto/8916330d3c83545eb14d34d51ee317f2295d6014 2x"/></picture></div><figcaption class="_3CZmy"><p><span class="_2Li3P">Moccona’s parent company sued over Vittoria’s 400g instant coffee glass jar – and Vittoria has won.</span><cite class="ojLwA"><span class="_30ROC">Credit: </span>Jason South</cite></p></figcaption></figure><p>JDE had claimed that Vittoria’s 400g glass jar, used to sell freeze-dried instant coffee, has engaged in misleading and deceptive conduct and that consumers might mistake Vittoria’s products for Moccona.</p><p>In his judgment delivered on Thursday, Justice Wheelahan said the Moccona jar had a “fairly squat body” that sits beneath a “slowly sloping shoulder and a tall lid” which makes up about a third of the jar’s overall height.</p></div><div class="_1lC_G"></div><div class="_1665V _2q-Vk" data-testid="body-content"><p>Meanwhile, he said, customers would see the Vittoria jar as “noticeably taller in its proportions, with a compressed neck section, and a plain, low lid”.</p><p>“I do not consider there to be a real, tangible risk that a notional buyer, with a recollection only of the [Moccona] shape mark’s rough proportions and general shape, would be perplexed, mixed up, caused to wonder, or left in doubt, about whether instant coffee sold in the [Vittoria] jar shape has the same commercial source as coffee sold in the [Moccona] shape mark,” Justice Wheelahan stated.</p><div class="_6ebFV noPrint"><div class="_15gOL AkZ3C"><iframe class="_16-Dw AkZ3C LntZY" data-testid="embed-iframe" frameBorder="0" height="157" data-src="https://www.smh.com.au/interactive/modules/before-after-image-slider/?resizable=true&v=771&configUrl=https://www.smh.com.au/interactive/hub/configs/before-after-image-slider/16085.json" title="Embedded iFrame"></iframe></div></div><p>“I conclude that the [Vittoria] jar shape is not deceptively similar to the [Moccona] shape mark. On this basis, too, I find that the applicants’ infringement case must fail.”</p><p><a href="/link/follow-20170101-p5crml">This masthead first revealed</a> that JDE, which also manufactures L’Or Espresso, Pickwicks tea, Piazza D’Oro and more, launched Federal Court proceedings against Vittoria in February last year. Sold in Australia since 1960, Moccona has made its jar a distinguishing feature of the brand, featuring it in film ads and limited edition designs without any Moccona branding.</p></div></div></div></section><div class="_1FVfK"><div class="container"><div class="adWrapper _2UMq- noPrint" data-testid="ad"><small class="_3ToRr">Advertisement</small><div class="" id="adspot-728x90_970x250-pos3-desktop"></div></div></div></div><section class="vPaWe" data-testid="article-body-bottom"><div class="_1ysFk"><div><div class="_1665V _2q-Vk" data-testid="body-content"><p>Vittoria Coffee, which launched instant coffee in supermarkets during the pandemic in mid-2021, had argued that its billboard and newspaper ads of the 400g jar instant coffee was emblazoned with Vittoria’s branding and logo and could not be confused with Moccona.</p><p>Vittoria chief executive Les Schirato said the court battle, which has run for nearly two years, has been a strain on the company and was very happy with the judgment.</p><figure class="_3ujPS _3x3-4 RMwbY _2XZQH" data-testid="image"><div aria-label="enlarge image" class="_1lwW_" role="button" tabindex="0"><picture class=""><source media="(min-width: 1024px)" srcSet="https://static.ffx.io/images/$zoom_0.136%2C$multiply_0.9788%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/446af54d647a5f3b5d5493854b54845d912d473f, https://static.ffx.io/images/$zoom_0.136%2C$multiply_1.9577%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_62%2Cf_auto/446af54d647a5f3b5d5493854b54845d912d473f 2x" height="494" width="740"/><source media="(min-width: 768px)" srcSet="https://static.ffx.io/images/$zoom_0.136%2C$multiply_1.0159%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/446af54d647a5f3b5d5493854b54845d912d473f, https://static.ffx.io/images/$zoom_0.136%2C$multiply_2.0317%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_62%2Cf_auto/446af54d647a5f3b5d5493854b54845d912d473f 2x" height="512" width="768"/><img alt="Australian coffee tzar and Vittoria boss Les Schirato in 2019." loading="lazy" src="https://static.ffx.io/images/$zoom_0.136%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/446af54d647a5f3b5d5493854b54845d912d473f" height="390" width="584" srcSet="https://static.ffx.io/images/$zoom_0.136%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_86%2Cf_auto/446af54d647a5f3b5d5493854b54845d912d473f, https://static.ffx.io/images/$zoom_0.136%2C$multiply_1.545%2C$ratio_1.5%2C$width_756%2C$x_0%2C$y_0/t_crop_custom/q_62%2Cf_auto/446af54d647a5f3b5d5493854b54845d912d473f 2x"/></picture></div><figcaption class="_3CZmy"><p><span class="_2Li3P">Australian coffee tzar and Vittoria boss Les Schirato in 2019.</span><cite class="ojLwA"><span class="_30ROC">Credit: </span> James Brickwood</cite></p></figcaption></figure><p>“We’re elated. We’re relieved, we’re excited,” he told this masthead. “We’re a family business, and we’re fighting the biggest coffee company in the world.</p><p>“Vittoria’s served in the best cafes and restaurants and five-star hotels. The last thing I would want to do is be passing off on the Moccona instant coffee reputation. It’s just not something I would ever want. It doesn’t make sense.”</p></div><div class="_1lC_G"></div><div class="_1665V _2q-Vk" data-testid="body-content"><p>A spokesperson for JDE said the company was pleased the Federal Court had upheld the exclusivity of Moccona’s trademarked jar but was reviewing the decision carefully.</p><p>“We are disappointed with the finding that the Moccona Jar trademark was not infringed. It is our firm belief that, while competition is a healthy and important part of Australia’s vibrant coffee scene, competition must be fair,” the spokesperson said.</p><p>“The thousands of Australians who enjoy Moccona rely on our products being identifiable and recognisable, and our customers deserve that transparency, instead of lookalike products on shelf.”</p><p>A directions hearing will be held next Friday where the court will assess how costs should be determined.</p><p><b><i>The Business Briefing newsletter delivers major stories, exclusive coverage and expert opinion. </i></b><a href="https://www.smh.com.au/link/follow-20170101-p56j4t"><b><i>Sign up to get it every weekday morning</i></b></a><b><i>.</i></b></p></div></div><div class="noPrint"><div></div><div></div></div><div id="embedded-feedback"></div><div class="_22FRK _2spQv"><section class="aKWhn noPrint" id="endOfArticle"><div class="dLGbc"><div class="hLTvJ"><button aria-checked="false" aria-describedby="saveTooltip" 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$15 billion American-Dutch coffee giant JDE picked a fight with Sydney coffee company Vittoria \\u2013 and lost.\",\"allowComments\":true,\"body\":\"<p>Vittoria has won its legal battle against the second-largest coffee company in the world, which picked a fight against the Australian brand over its instant coffee glass jar packaging, arguing that it was passing off Moccona\\u2019s \\u201Ciconic\\u201D jar shape.</p><p>Justice Michael Wheelahan dismissed the claims of Moccona\\u2019s maker \\u2013 the $15 billion American-Dutch coffee giant Jacobs Douwe Egberts (JDE) \\u2013 saying that there was little chance consumers couldn\\u2019t tell the difference between the two brands.</p><x-placeholder id=\\\"b39a6aa2dfe2df926beccc4062cdb8639b67f866\\\"></x-placeholder><p>JDE had claimed that Vittoria\\u2019s 400g glass jar, used to sell freeze-dried instant coffee, has engaged in misleading and deceptive conduct and that consumers might mistake Vittoria\\u2019s products for Moccona.</p><p>In his judgment delivered on Thursday, Justice Wheelahan said the Moccona jar had a \\u201Cfairly squat body\\u201D that sits beneath a \\u201Cslowly sloping shoulder and a tall lid\\u201D which makes up about a third of the jar\\u2019s overall height.</p><p>Meanwhile, he said, customers would see the Vittoria jar as \\u201Cnoticeably taller in its proportions, with a compressed neck section, and a plain, low lid\\u201D.</p><p>\\u201CI do not consider there to be a real, tangible risk that a notional buyer, with a recollection only of the [Moccona] shape mark\\u2019s rough proportions and general shape, would be perplexed, mixed up, caused to wonder, or left in doubt, about whether instant coffee sold in the [Vittoria] jar shape has the same commercial source as coffee sold in the [Moccona] shape mark,\\u201D Justice Wheelahan stated.</p><x-placeholder id=\\\"27e393bba72f524b85cc4cc94e65e83b43a40a55\\\"></x-placeholder><p>\\u201CI conclude that the [Vittoria] jar shape is not deceptively similar to the [Moccona] shape mark. On this basis, too, I find that the applicants\\u2019 infringement case must fail.\\u201D</p><p><x-placeholder id=\\\"d6ba7fe66fdac1df4aa22c84be2de00feebb5680\\\"></x-placeholder> that JDE, which also manufactures L\\u2019Or Espresso, Pickwicks tea, Piazza D\\u2019Oro and more, launched Federal Court proceedings against Vittoria in February last year. Sold in Australia since 1960, Moccona has made its jar a distinguishing feature of the brand, featuring it in film ads and limited edition designs without any Moccona branding.</p><p>Vittoria Coffee, which launched instant coffee in supermarkets during the pandemic in mid-2021, had argued that its billboard and newspaper ads of the 400g jar instant coffee was emblazoned with Vittoria\\u2019s branding and logo and could not be confused with Moccona.</p><p>Vittoria chief executive Les Schirato said the court battle, which has run for nearly two years, has been a strain on the company and was very happy with the judgment.</p><x-placeholder id=\\\"55e73e4e49dfbc57fb2b36d4c0009f9ae0879470\\\"></x-placeholder><p>\\u201CWe\\u2019re elated. We\\u2019re relieved, we\\u2019re excited,\\u201D he told this masthead. \\u201CWe\\u2019re a family business, and we\\u2019re fighting the biggest coffee company in the world.</p><p>\\u201CVittoria\\u2019s served in the best cafes and restaurants and five-star hotels. The last thing I would want to do is be passing off on the Moccona instant coffee reputation. It\\u2019s just not something I would ever want. It doesn\\u2019t make sense.\\u201D</p><p>A spokesperson for JDE said the company was pleased the Federal Court had upheld the exclusivity of Moccona\\u2019s trademarked jar but was reviewing the decision carefully.</p><p>\\u201CWe are disappointed with the finding that the Moccona Jar trademark was not infringed.\\u202F It is our firm belief that, while competition is a healthy and important part of Australia\\u2019s vibrant coffee scene, competition must be fair,\\u201D the spokesperson said.</p><p>\\u201CThe thousands of Australians who enjoy Moccona rely on our products being identifiable and recognisable, and our customers deserve that transparency, instead of lookalike products on shelf.\\u201D</p><p>A directions hearing will be held next Friday where the court will assess how costs should be determined.</p><p><b><i>The Business Briefing newsletter delivers major stories, exclusive coverage and expert opinion. </i></b><x-placeholder 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