South Africa, Dec. 3 -- In its decision, the ARB found that although Eskort did not copy Rainbow Chicken's social-media content, the physical packaging of the Kiddos range - including its white punnet, brightly coloured peel-off lid, playful illustrations, and child-centred design - is "too similar" to the Chickees concept.

While the Board said outright consumer confusion between chicken and pork was unlikely, the similarities were strong enough to evoke the Chickees brand and reduce its distinctiveness in a small competitive category.

As a result, the ARB ruled that Eskort's packaging breaches Clause Nine of the Code of Advertising Practice.

Why Rainbow Chicken complained

Rainbow Chicken argued that Eskort's Kiddos packaging copied m...