UK supermarket chain Iceland drops trademark dispute with Iceland

Company promises ‘rapprochement discount’ with shoppers from country after decade-long action in EU court

The UK supermarket chain Iceland has reportedly abandoned its decade-long trademark battle with Iceland and instead promised a “rapprochement discount” for shoppers in the country.

After the budget grocery chain suffered its third legal loss last year, its executive chair, Richard Walker, said on Wednesday that it would draw a line under the dispute.