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Aldi has mocked up some new packaging for Cuthbert the Caterpillar as the legal row with M&S continues, having placed the character behind bars with a plea of: "Free Cuthbert."
You'll have no doubt heard of M&S' Colin the Caterpillar cake, which became a birthday staple in many households after it launched around 30 years ago - with a number of other cakes now also part of the range, including Connie the Caterpillar and miniature versions.
Many supermarkets have subsequently launched caterpillar cakes of their own such as Sainsbury's Wiggles, Tesco's Curly, Morris by Morrisons, the Co-op's Charlie, Cecil by Waitrose and Asda's Clyde.
But it seems that Aldi's Cuthbert the Caterpillar is a step too far, as M&S now wants the rival supermarket to remove the product from sale.
Aldi's response? Well... Non-stop trolling, naturally.
In its latest move, Aldi has shared a 'packaging update' for Cuthbert, with a mock-up of the new design showing the beloved caterpillar locked up behind bars inside his box.
A label on the box also says: "Serves 12 years."
Many people have been enjoying the saga online, with one commenting: "The banter is awesome. The publicity is priceless."
Someone else said: "OMG, the sass of the Aldi social media account is next level!"
Joining in on the joke, a third added: "That's not fair, he should at least be out on snail.........I mean bail."
Aldi has been busy trolling M&S on social media ever since the beef broke out, with a tweet yesterday saying: "This is not just any court case, this is... #FreeCuthbert."
In another, the supermarket tagged Judge Rinder, asking: "How's your diary looking? Asking for a friend. #FreeCuthbert."
Its most recent tweet also shows support for the other caterpillar cakes of the supermarket world, saying: "Cecil, Wiggles, Curly, Clyde. We got you. @Waitrose @Sainsburys @Tesco @Asda #FreeCuthbert."
M&S launched an intellectual property claim with the High Court this week, arguing the similarity of Aldi's product leads consumers to believe they are of the same standard and 'rides on the coat-tails' of M&S' reputation.
M&S has three trademarks relating to Colin and believes it/he has an enhanced distinctive character and reputation.
A spokesman said: "Because we know the M&S brand is special to our customers and they expect only the very best from us, love and care goes into every M&S product on our shelves.
"We want to protect Colin, Connie and our reputation for freshness, quality, innovation and value."
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