{"id":156478,"date":"2026-10-06T16:28:30","date_gmt":"2026-10-06T14:28:30","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=156478"},"modified":"2026-10-06T16:28:34","modified_gmt":"2026-10-06T14:28:34","slug":"chocomel-detient-le-monopole-de-la-couleur-jaune-au-benelux","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/chocomel-detient-le-monopole-de-la-couleur-jaune-au-benelux\/","title":{"rendered":"Chocomel re\u00e7oit le monopole de la couleur jaune au Benelux"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>FrieslandCampina <\/strong>a remport\u00e9 une bataille de marques remarquable : la couleur jaune caract\u00e9ristique de <strong>Chocomel <\/strong>(jusqu\u2019\u00e0 r\u00e9cemment C\u00e9c\u00e9mel dans certains pays) b\u00e9n\u00e9ficie d\u00e9sormais d\u2019une protection de marque au Benelux. Le groupe laitier peut ainsi emp\u00eacher les concurrents de la cat\u00e9gorie des boissons au cacao de s\u2019approcher trop pr\u00e8s de ce jaune.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cacaolat se heurte au jaune de Chocomel<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L&rsquo;affaire trouve son origine dans une demande d&rsquo;enregistrement de marque d\u00e9pos\u00e9e par le <strong>groupe <\/strong>espagnol <strong>Grupo Cacaolat<\/strong>, qui souhaite \u00e9tendre la commercialisation de sa boisson au chocolat Cacaolat \u00e0 l&rsquo;ensemble de l&rsquo;Europe. L\u2019entreprise souhaitait enregistrer au Benelux un logo de couleur jaune, mais FrieslandCampina a form\u00e9 opposition. Chocomel existe depuis 1932 et a rejoint l\u2019actuel groupe FrieslandCampina en 2001 via <strong>Nutricia<\/strong>. Depuis lors, la couleur jaune a toujours occup\u00e9 une place centrale dans l\u2019emballage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019Office de la propri\u00e9t\u00e9 intellectuelle du Benelux <a href=\"https:\/\/fd.nl\/bedrijfsleven\/1614711\/frieslandcampina-wint-merkzaak-over-chocomel-geel\">donne d\u00e9sormais raison au groupe laitier n\u00e9erlandais<\/a>. Selon cet organisme, Cacaolat tire \u00ab un avantage injustifi\u00e9 du caract\u00e8re distinctif et de la r\u00e9putation \u00bb du jaune Chocomel, rapporte le Financieele Dagblad.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quatre personnes sur dix reconnaissent cette couleur<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">M\u00eame si l\u2019office des marques estime parall\u00e8lement que les consommateurs ne confondent pas n\u00e9cessairement les deux marques, FrieslandCampina a pu d\u00e9montrer de mani\u00e8re suffisante que les consommateurs associent directement cette couleur sp\u00e9cifique \u00e0 la marque. Une \u00e9tude r\u00e9alis\u00e9e en 2013 a r\u00e9v\u00e9l\u00e9 que 40 % des N\u00e9erlandais et des Belges reconnaissaient spontan\u00e9ment Chocomel \u2013 <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/fin-de-lexception-belge-cecemel-devient-chocomel\/\" data-type=\"link\" data-id=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/fin-de-lexception-belge-cecemel-devient-chocomel\/\">appel\u00e9 C\u00e9c\u00e9mel en Belgique jusqu\u2019en juin de cette ann\u00e9e<\/a> \u2013 uniquement gr\u00e2ce \u00e0 sa couleur jaune.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">FrieslandCampina n\u2019obtient toutefois pas un monopole g\u00e9n\u00e9ral sur la couleur jaune. La protection s\u2019applique sp\u00e9cifiquement aux boissons \u00e0 base de cacao. Cacaolat peut par exemple utiliser la m\u00eame couleur pour du chocolat, des biscuits, des p\u00e2tisseries ou de la p\u00e2te \u00e0 tartiner. De plus, Grupo Cacaolat dispose encore d\u2019un droit de recours.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>FrieslandCampina a remport\u00e9 une bataille de marque remarquable : la couleur jaune caract\u00e9ristique de Chocomel (jusqu\u2019\u00e0 r\u00e9cemment C\u00e9c\u00e9mel dans certains pays) b\u00e9n\u00e9ficie d\u00e9sormais d\u2019une protection de marque au Benelux. Le groupe laitier peut ainsi emp\u00eacher les concurrents du secteur des boissons au cacao de s\u2019approcher trop pr\u00e8s de cette couleur jaune.<\/p>\n","protected":false},"author":5,"featured_media":156479,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[1758],"people":[],"extra":[43],"company":[853],"topic":[756],"region":[324],"class_list":["post-156478","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-emballage","extra-plus","company-frieslandcampina","topic-litige","region-benelux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Chocomel re\u00e7oit le monopole de la couleur jaune au Benelux - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/chocomel-detient-le-monopole-de-la-couleur-jaune-au-benelux\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Chocomel re\u00e7oit le monopole de la couleur jaune au Benelux - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"FrieslandCampina a remport\u00e9 une bataille de marque remarquable : la couleur jaune caract\u00e9ristique de Chocomel (jusqu\u2019\u00e0 r\u00e9cemment C\u00e9c\u00e9mel dans certains pays) b\u00e9n\u00e9ficie d\u00e9sormais d\u2019une protection de marque au Benelux. 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