US cereal maker Kellogg has filed a lawsuit to try to prevent rival General Mills from trademarking the phrase “Cinnamon Toast Crunch”.

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General Mills filed for the trademark in 2000 to use with its Cinnamon Toast Crunch cereal bar. The company has made Cinnamon Toast Crunch cereal for almost 20 years.


However, Kellogg says it has for a long time used “cinnamon toast” as a descriptive phrase in cereals and waffle products and has called for the trademark application to be rejected, reported The Associated Press.

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