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Cadbury 'not precious about purple'

The entrance at the headquarters of Cadbury in Birmingham. Credit: PA

Birmingham-based confectioners Cadbury has insisted it is not trying to trademark "50 shades" of purple after coming under fire from a Church of England bishop over rights to use the colour.

The company said its victory in a dispute with rival Nestle over purple packaging did not amount to a bid to copyright all shades of purple - but merely to protect the Cadbury purple associated with its milk chocolate.

"We are not seeking to trademark 50 shades of purple, it is about making sure that the consumer is not confused into thinking this is a Cadbury product - that is the nature of a trademark," a spokesman for Cadbury said.