PEDIGREE (Pet Food)
Pedigree has been registered in the UK for animal foodstuffs in Class 31 since Mars Inc launched the brand in Britain. Originally known as Pedigree Chum, it became the UK's best-selling dog food brand.
UK IPO Record
- Application Number
- UK00002519703
- Word Mark
- Pedigree
- Status
- Registered
- Applied
- 29 June 2009
- Registered
- 16 October 2009
- Next Renewal
- 29 June 2029
- Owner
- Mars Petcare UK
- Nice Classes
- Class 31
Brand History & Trademark Analysis
Pedigree has been registered in the UK for animal foodstuffs in Class 31 since Mars Inc launched the brand in Britain. Originally known as Pedigree Chum, it became the UK's best-selling dog food brand. The trademark illustrates how a name that is descriptive in one context (pedigree meaning lineage) can function as a distinctive trademark in another (branded pet food), a principle regularly discussed in UK trademark law.
The trademark illustrates how a name that is descriptive in one context (pedigree meaning lineage) can function as a distinctive trademark in another (branded pet food), a principle regularly discussed in UK trademark law.
Nice Class 31 covers fresh produce. View all Class 31 trademarks and case studies →
Historical Background
Pedigree Chum was first manufactured by Chappell Bros in Southall, west London in 1934. Mars acquired the Chappell Bros business and with it the Pedigree brand. The word "Chum" was eventually dropped from the brand, with the product simplified to "Pedigree" for international consistency. Mars Inc. also holds the Whiskas trademark (for cat food) and registered both marks through the same UK holding company, demonstrating a common strategy of trademark clustering within a single corporate family.