Iceland is not happy with Iceland

The Nordic nation has confirmed that they are challenging Iceland supermarkets at the European Union Intellectual Property Office.

Iceland, purveyors of cheap frozen grub, currently hold the European trademark for the name 'Iceland', which Iceland (the country) believes is defended "agressively" and to the detriment of local businesses. Iceland’s ministry for foreign affairs says that the chain has "pursued and won multiple cases against Icelandic companies which use ‘Iceland’ in their representation or as part of their trademark, even in cases when the products and services do not compete."

Icelandic officials say that they want "the right of Icelandic companies to use the word 'Iceland' in relation to their goods and services."

"The government of Iceland is concerned that our country's businesses are unable to promote themselves across Europe in association with their place of origin - a place of which we are rightly proud and enjoys a very positive national branding," says a government circular. "This untenable situation has caused harm to Icelandic businesses, especially its small and growing companies."

Both parties have attempted to negotiate peacefully, but Iceland Foods apparently demanded "unrealistic and unacceptable" conditions.

"Contrary to their assertion we have received no recent approaches to achieve an amicable resolution of this issue, which would be our preferred approach," a spokesperson for the supermarket chain says. "We have been trading successfully for 46 years under the name Iceland and do not believe that any serious confusion or conflict has ever arisen in the public mind, or is likely to do so. We hope that the government will contact us directly so that we may address their concerns."