AN ice cream shop has been sty-mied by Marks & Spencer for using the retailer’s Percy Pig on its frozen dessert.
Fabio’s Gelato planned to use the porky pleaser’s name on its latest creation — announcing it to fans on social media on May 2.
But just over a week later — on launch day — owner Fabio Vincenti got a letter from M&S banning any reference to the prominent porcine personality.
Cheeky Sparks bosses wrote they would “sweeten the deal” and included two packets of Percy Pig sweets, which they said can still be ingredients.
The letter also suggested that the gelato shop name their ice cream 'Pig Faces' or 'Pig Sweets' instead.
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Fabio, 39, who runs the shop in Hitchin, Herts, said: “We just all laughed.
“We thought it was funny, it was a polite letter and there were two bags of sweets which you can't grumble about.
“We make crazy flavours.
“We always put the brand in it, and most take it quite well.
“M&S obviously took a different approach, but they've been polite about it and friendly, which is fair, so we've renamed it.
“I know we shouldn't use people's names, but we are known for doing that.
“We obviously won't use their name anymore.”
An M&S spokesperson said: “Percy Pig is the nation's favourite pig and he's careful to only put his name on official M&S products.
“It's flattering that he’s inspired Fabio’s new gelato and we hope they enjoy the treat we sent - Percy Pig sweets of course!”
