A UK start-up and its founder have become embroiled in an intellectual property (IP) battle with leading energy drinks manufacturer Monster Energy.
Mr Daniel Smith, Berkshire, first set up his start-up drinks company Thirsty Beasts in 2015 – with a view to launching his first product in 2016.
But the small company, which aims to “quench your thirst and keep you healthy” by selling low-sugar, caffeine-free refreshments to adults and children, found itself facing a legal threat just days ahead of the product’s launch, when Mr Smith came to register a trade mark for the ‘Thirsty Beasts’ name which faced opposition from Monster Energy.
The prominent energy drink brand reportedly opposed Mr Smith’s trade mark application on account of the fact that its use of the word ‘Beast’ was too similar to its own branding and slogans.
Monster Energy’s canned products commonly feature the slogans ‘Unleash the Beast’ or ‘Rehab the Beast’ on their reverse – and the company was concerned that consumers would confuse its products with those sold by Mr Smith’s smaller firm under the ‘Thirsty Beasts’ name.
Mr Smith disagreed, telling Berkshire newspaper Newbury Today that he would be “extremely surprised” if Monster Energy customers confused the two brands – which are distinctly different in terms of product type.
He accused the corporation of being “hell-bent on ensuring Thirsty Beasts is stopped dead in its tracks,” and argued that the ongoing disagreements between himself and Monster Energy had become “emotionally stressful and financially debilitating.”
“Consumers are clever enough to know the difference between a healthy drink and an energy drink,” he said.
Following lengthy negotiations, the Berkshire resident has reportedly submitted a final rebuttal in hope that the Intellectual Property Office (IPO) will issue a decision in his favour.
According to reports, Monster Energy have so far refused to comment on the case.