London bakery accuses Saudi shop of brand infringement and cuts ties

Arôme, a well-known bakery in London, used its Instagram account to warn that a newly opened shop in Khobar, Saudi Arabia, is unlawfully using its trademarked name and emblem. The Saudi establishment’s branding is virtually identical to the original, aside from the omission of a circumflex accent. Online users in Saudi Arabia had initially celebrated the supposed expansion of the London brand, praising its blend of Asian flavors with French pastry techniques.

The enthusiasm faded after the copycat’s Instagram profile was taken down, and the developer named Roaya declined to provide a statement when approached. Arôme emphasized that the Khobar bakery has no affiliation with the London shop. The incident highlights concerns over cross-border brand protection.