# Company Wants to Trademark Pizza Scent By Eva Rubenov | Published 2006-05-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/company-wants-to-trademark-pizza-scent References: [news.agendainc](http://news.agendainc.com/mt-agenda/content/archives/2006/05/post_477.html) & [examiner](http://www.examiner.com/a-110990~Company_Wants_to_Trademark_Pizza_Scent.html) 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](https://www.trendhunter.com/trends/kopizza). 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) ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 66% | Activity: 26% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Trademarking Scent:** Exploring the potential of trademarking scents to protect brand identity and create unique customer experiences. - **Copyrighting Aroma:** Examining the possibility of copyrighting specific food aromas to establish intellectual property rights and enhance brand recognition. - **Scent Association:** Leveraging the power of scent to form strong brand associations and increase customer loyalty. ### Who This Affects Most - **Restaurant:** Utilizing trademarking and copyrighting opportunities to protect and differentiate the scent of their food offerings. - **Food and Beverage:** Exploring the potential of scent trademarking to create a unique and recognizable brand identity in the highly competitive food and beverage industry. - **Intellectual Property:** Offering legal services and consulting for businesses seeking to protect and monetize unique scents through trademarking and copyrighting. ## Related on Trend Hunter - [Pepperoni-Inspired Perfumes](https://www.trendhunter.com/trends/eau-de-passion.md) - [Pizza-Scented Diffusers](https://www.trendhunter.com/trends/pepperoni-pizza-diffuser.md) - [Pizza-Scented Game Controllers](https://www.trendhunter.com/trends/microsoft-6.md) - [Scented Fast Food Billboards](https://www.trendhunter.com/trends/scented-billboard.md) - [Pizza-Inspired Artworks](https://www.trendhunter.com/trends/national-pepperoni-pizza-day.md) - [Casual Pizzeria Marketing](https://www.trendhunter.com/trends/uk-pizza-chain.md) - [4/20-Inspired Pizza Promotions](https://www.trendhunter.com/trends/pizza-pizza-2.md) - [Pizza-Themed Limited Game Controllers](https://www.trendhunter.com/trends/xbox-game-controller.md) - [All-Natural Pizza Vodkas](https://www.trendhunter.com/trends/pizza-vodka.md)