Fast food giant McDonald's aims new salvo at Supermac’s

Fast food giant McDonald’s has hit back in the brand war with Supermac’s accusing the Irish firm of wanting to take unfair advantage of its own worldwide brand.

In a fresh twist in the ongoing European brand war between the makers of the ‘Big Mac’ and the ‘Snack Box’, McDonald’s has also accused the Galway firm of trying to benefit from the long established McDonald’s brand by making the trademark application for Supermac’s to the EU.

The charges are contained in the McDonald’s objection to Supermac’s application to register its trademark to sell its curry chips, snack boxes and other fast foods outside Ireland and across the EU.