Snellman granted rare colour trademark – a green colour, which almost all Finns recognize

Snellman originally chose green to represent quality and reliability, which have been the company's guiding principles since its founding. The green colour was a unique choice for meat products, and over the decades, it has become a strong visual identifier for Snellman. The colour has consistently appeared in brand communications, such as packaging, advertising, and websites, since the late 1990s.

– Snellman’s green colour has become a recognizable symbol that guides people to our products in stores and effectively communicates our quality promise – almost without words. The registration of our brand colour as a trademark is a testament to the long-term work we have done, making Snellman synonymous with quality, reliability, and Finnish origin, says Snellman Group CEO Markus Hellström.

Trademark registrations for brand colours are rare in Finland and the European Union. Applications are examined with scrutiny, and obtaining a colour registration requires an extensive amount of evidence of the colour's long-term use and established position. According to a survey conducted by Taloustutkimus in November 2024, consumers unequivocally associate the dark green colour with Snellman and its products. The survey concluded that 70% of consumers associated the green colour with a brand, and of these respondents, 87% specifically mentioned Snellman.

– We have made significant investments in the recognition of Snellman's dark green colour. As a result, the colour alone is now enough to guide people to Snellman's products. If someone else were to use the same colour for similar products, it could mislead consumers and weaken the distinctiveness that Snellman has built over the years. The colour trademark now protects one of our key brand elements says Juuso Reinikainen, CMO of Snellmanin Lihanjalostus Oy.

According to Lihatuotemerkit 2024 (Meat Product Brands 2024) survey conducted by Kantar, Snellman is the most popular meat industry company in Finland: 25% of consumers prefer Snellman’s products and 94% are familiar with the brand. The protection of Snellman's distinctive green colour is an example of how a single visual element can build brand equity over decades.

For more information:
Juuso Reinikainen, Chief Marketing Officer, Snellmanin Lihanjalostus Oy, tel. 044 796 6430, juuso.reinikainen@snellman.fi

Vilma Wiitakorpi Björkman, Director, Communications and Sustainability, Snellman Group, tel. 050 308 0879, vilma.wiitakorpi-bjorkman@snellman.fi

 

 

Snellman Group:
Snellman Group is a Finnish food house that offers the best tastes under the most trusted brands on the market. As a family business, we manufacture our products as if we were making them for ourselves, always bearing in mind the well-being of people, animals and the environment. In addition to Finland, Snellman Group has operations in Sweden, and we export our products to several countries. We employ around 2,000 passionate experts and food professionals who put their heart into making food and never compromise on taste.