The aroma of a freshly baked pizza is arguably as universally recognizable as that of a newly mowed lawn or a fresh cup of coffee.
But a Lithuanian restaurant chain now wants the intellectual property rights for the scent in the small Baltic nation, saying it is closely associated with its pizza pies.
"Opinion polls show that many consumers in Lithuania identify the pleasure of eating pizza with our trademark," said Mindaugas Gumauskas, marketing director of the Cilija company. "This makes us believe that the scent of freshly baked pizza is a subject to our copyright." (Examiner)