What if one day we walk into one of his restaurants to find the plates monogrammed “Heston” and dishes named as “Heston salade du jardin” or “Heston Chicken sizzler ice-cream”?
It is normal for any brilliant chef to have their own stack of secret ingredients but to try and trademark them is simply otherworldly. Celebrity Chef Heston Blumenthal has embarked upon a journey to trademark all of his signature unorthodox dishes that have an edge to them. Some of his famous dishes include the snail porridge and egg & bacon ice cream.
However, Heston does not plan to stop trade marking at culinary world but also anything he can get his spatula on. He seeks to register his own name “Heston” around almost twenty items. Some very similar to what he is known for while other items simply seem absurd. Categories start from catering, cooking, cooking equipment, toiletries, perfumes, hair lotions, dentifrices, shoes, hats and even umbrellas.
The application filed by Heston to register the preferred name and logo is at the latest list of such applications submitted at the Intellectual Property Office. According to the law, companies, individuals or any organizations must apply to register the names and logos as trademarks in order to claim the exclusive rights to that particular term. Such trademark owners retain the right to exclusively enjoy the registered mark while preventing any one else from using the same.
Heston is without a doubt the king in his kitchen but he has definitely learned the traits of the market business and this self-established, Michelin-starred chef is catching up fast. While his creations delight the foodlovers' taste buds with snail porridge and mustard ice cream, the name “Heston” will definitely be popping up in other daily used products.