Aldi new Cuthbert Twitter

Source: Aldi

Aldi has made much of its Cuthbert dispute with M&S

Aldi looks set to make more of the publicity surrounding its caterpillar cake row with Marks & Spencer, after filing a trademark application for ‘Cuthbert’.

As well as cake, Aldi wants the trademark to apply to a long list of ­general merchandise from soft toys to ­stationery to coasters, suggesting it may see an untapped sales opportunity following the publicity generated by M&S’s legal action.

Aldi has already made more of Cuthbert – the name of its caterpillar cake – since M&S filed a high court claim last year alleging trademark infringement against its own Colin the Caterpillar product.

As well as dropping a Cuthbert cake from 40,000 ft in a parachute to raise money for cancer charities – including M&S partner Macmillan – Aldi’s Christmas ad involved a cameo role for the caterpillar, which was led away by police.

Earlier this month it emerged the two retailers had reached a confidential agreement that settled the case, leaving IP experts unsure who had gained most from the ­dispute amid all the public attention.

Aldi did not provide a comment on the trademark.