DICK Smith reckons his battle with Arnott’s biscuits has earned him $1m in free publicity.
Speaking after the announcement of an out of court settlement between Arnott’s and Dick Smith Foods, Smith said that while he believed Arnott’s had won it was the best possible outcome for Dick Smith Foods.
Arnott’s was alleging that Dick Smith Foods’ new Temptin’ biscuits infringed on its Tim Tam brand.
The settlement involves Dick Smith Foods making a change to the letter 'p' on their Temptin' biscuit pack, leaving it italicised, but increasing the thickness of the font with its colour matching the rest of the word ‘Temptin’.
“It is all very mysterious, I don’t know what it was all about,” Smith said. “I am very pleased that it is all over because it could have cost a lot of money.”
Smith used the occasion to announce that he had decided to donate the $55,000 he would have spent on the day’s court costs to a woman with a quadraplegic child.
The publicity Smith has received over the stoush has been phenomenal. He said that as a result the company had been unable to keep up with production levels.
In terms of the agreement the new packs will be introduced after September 19.
