Cadbury’s has lost its latest monopoly claim on the colour purple in Australia’s Full Federal Court after a six-year battle. The company has tried to prove rival chocolate manufacturer Darrell Lea breached the Trade Practices Act by using purple in its packaging, staff uniforms and store design.

It argued that the rival was trying to dupe people into thinking they were buying Cadbury chocolates instead of Darrell Lea confectionery.

In April 2008, a judge ruled against the argument that ‘Cadbury purple’ was iconic and a major part of brand recognition. Cadbury appealed but the original verdict has now been upheld ” probably giving rise to a further increase in the use of purple confectionery branding.

The claim was the first of 17 appeal points lodged by Cadbury. The rest will be heard by the full court next month.