Percy Pig flavoured ice cream renamed after M&S sends letter to Fabio’s Gelato in Hitchin

M&S has called for a family-run ice cream shop to change the name of its Percy Pig ice cream after sending the owners a cease and desist letter - with a packet of sweets. Fabio’s Gelato, based in Hitchin, Hertfordshire received the letter asking them to change the name of the sweet treat ‘just before the King’s coronation’ after advertising the new flavour online.

The family-run business had only been making the Percy Pig flavour ice cream for a week when they received the letter through the post, stating that owner Fabio Vincineti could not use the name of the product - as since 1992 Percy Pig could only be used on "official M&S products".

Fabio, who owns the business with his wife Hannah, said: "Just before the Kings coronation we made the ice cream and advertised it. The day we actually started selling it was the day we were sent the letter. It said we were more than welcome to use the product but not the name.

"The letter was really fair and was a nice way of saying stop using the name. I get they’ve worked really hard to create the brand name, so it’s understandable. They gave us alternative name ideas and even sent a packet of sweets.

"It’s the first time we’ve been sent a letter like this. We always just thought we were too small - we’re a drop in the ocean. To be spotted by them is quite flattering really.”