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Ingredient cos resolve pomegranate brand battle

01-Jun-2005

Geni Herbs and Cyvex Nutrition have resolved a dispute over their respective pomegranate extract brands, reports Jess Halliday, but give differing accounts of the peace process.

Geni Herbs had issued a cease and desist demand to Cyvex over the latter's PomEllagic product, which Geni said was substantially similar in spelling, appearance and pronunciation to its own patent-pending PomElla extract.

"We are very pleased with the result of our policing and enforcement efforts," said Sonya Cropper, vice president of marketing for Geni Herbs.

 

"We will continue to vigorously defend the identity and formulation of our botanical ingredients."

 

Cyvex's product was introduced as PomEllagic for its soft launch and test market, but became PomActiv for its full launch at the end of last year.

 

But contrary to Geni's assertion that the cease and desist demand was "crucial to protect its PomElla trademark", Cyvex director of sales and marketing Charlene Lee told NutraIngredients-USA.com that it had nothing to do with the name change.

 

She said that decision was taken before any contact with its competitor. "We wanted to go forward with a name that conveyed a more positive and easily understood approach, rather than simply combining the name of the fruit and its major constituent."

 

Cyvex has confirmed that it will never again use the PomEllagic name, but said it has sent a letter to Geni asking it to reciprocate the courtesy by refraining from using the PomActiv mark "so that both parties would have a common and equal interest to protect and promote the individual brand names of their respective pomegranate materials".

 

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