Kit Kat has lost an appeal to trademark the shape of its four-finger bar. A court has rejected Nestle's claim it's "iconic" and deserved protection.
The company tried to fight a decision that it had not "acquired a distinctive character", but that has been dismissed in a 124-page ruling by the Court of Appeal.
A spokesperson for Nestle said the company is "disappointed" and "considering next steps".
"KitKat is much loved around the world and its four-finger shape is well known by consumers", a statement read.
Nestle's biggest rival, Cadbury, said it was "pleased" with the ruling and that it does "not believe the shape of the KitKat bar should be protected as a trademark".