In April 2025, an international controversy erupted when social media and a website featured ads from an alleged Frisby España. The Colombian chain Frisby —founded in 1977 in Pereira and famous for its fried chicken (Colombia’s KFC)— clarified on May 6, 2025 that those accounts did not belong to the company and denounced an “unauthorized use” of its brand.
Ver esta publicación en Instagram
At the same time, documents from the European Union Intellectual Property Office (EUIPO) revealed that a Spanish company named Frisby España SL had requested in December 2024 the cancellation of the European trademark registered to Frisby S.A. BIC, citing lack of effective use. According to Frisby España SL, the Colombian brand (registered in the EU since 2005) had never been used in Europe, thereby hindering free competition. In response, Frisby Colombia stated that this move was an attempt to “exploit the reputation” of its brand and announced it would pursue the appropriate legal actions. The conflict is essentially a trademark and intellectual property dispute: the Spanish party alleges trademark squatting (registering without use), while the Colombian side accuses commercial impersonation and unfair competition.
Meanwhile, representatives of Frisby España have insisted their project was legal. According to the entrepreneur behind Frisby España (who chose to remain anonymous), the EU registration was requested in September 2024 and approved in December of the same year. That same month, they filed the cancellation request against the registration of Frisby Colombia in Europe. They claim to have no corporate ties to Colombia (“no member of the team has ever been to Colombia”) and said they identified a business opportunity in the Spanish market due to its large Latin American community.
Current state of the legal battle between Frisby Colombia and Frisby España
The case is ongoing before the EUIPO. In mid-May 2025, a provisional ruling favorable to Frisby España SL was revealed. Various sources reported that the EUIPO accepted the Spanish arguments and declared that Frisby Colombia’s trademark rights in the EU would be revoked unless it proves effective use. Frisby S.A. BIC now has a deadline (two months from the notification) to provide the EUIPO with proof of commercial use of the “Frisby” brand in Europe over the past five years. If it fails to do so, the cancellation will be irreversible, and Frisby España SL would become the sole authorized holder of the name in the European market. The Spanish company stated that the procedure is still underway and, after completing this stage, it will proceed with its planned expansion in Europe “unilaterally, irreversibly, and according to the law.” At the same time, it extended an “open hand” to Frisby Colombia for a potentially beneficial agreement, though it warned that it may seek future damages if the dispute continues.
As of now, there is no final ruling or publicly filed appeals. Both parties appear focused on the cancellation process before the EUIPO. If Frisby Colombia manages to submit the required documentation before July 2025 and proves actual use of its trademark in the EU, it could reverse or at least delay the cancellation. If not, Frisby España SL will obtain exclusive rights to the “Frisby” brand in Europe in the coming weeks.
Impact on both brands
Frisby (Colombia): Although it has no operations in Europe, the dispute has drastically increased its visibility and reputation in Colombia. The case sparked a wave of popular support (#NosDamosAPollo #Apollo), with thousands of supportive messages. The chain saw an exponential increase in followers and interactions on social media following this episode.
View this post on Instagram
Frisby España: While the brand is still in its infancy and has not yet begun formal operations, the publicity surrounding the dispute has created both interest and skepticism. On the one hand, it has positioned the name in the public eye and within the entrepreneurial and foodservice communities in Spain. On the other hand, it faces the challenge of building trust and legitimacy amid accusations of opportunism. The brand insists on its legality and asserts that its initiative is not parasitic but rather an independent effort to create a fried chicken offering tailored to Spanish and Latin American tastes. Whether that vision succeeds will depend not only on legal outcomes but also on public perception and strategic execution in a highly competitive market.
Nevertheless, it faces the international reputation of having emerged from a media controversy; in Spain, its brand is only just beginning to gain recognition. In summary, Frisby España is gaining ground on the continent in regulatory terms and is taking advantage of the free publicity to accelerate its entry into the European market, although it must deal with widespread rejection among Colombians and other Latin Americans.
“A-pollo” (Support) from other brands to Frisby Colombia and industry reactions
The brand crisis triggered a wave of solidarity with Frisby Colombia. Several competitors in the sector (KFC Colombia, Buffalo Wings, Kokoriko, Presto, Sandwich Qbano, Andrés Carne de Res, etc.) expressed support for the original brand on social media.
International and local companies from other industries also joined in: franchises such as KFC Colombia, Crepes & Waffles, Miniso, and JetSMART (an airline) shared encouraging messages. Major companies like Avianca, Alpina, Argos, Colanta, Bancolombia, Totto, Rappi, and Postobón made their support public with creative wordplay (e.g. “the original is to be respected,” “authenticity is not to be copied”) under the slogan “Among Colombians, we give each other aPollo.” Even public institutions such as TransMilenio and the Medellín Metro joined the movement with slogans alluding to “traveling with the original” or joining Frisby’s “Line F.”
Ver esta publicación en Instagram
Ver esta publicación en Instagram
Ver esta publicación en Instagram
Frisby Colombia thanked the outpouring of support in social media posts, highlighting that the national unity was “a great day full of messages, affection, and above all, a-pollo.”
For its part, Frisby España SL responded by stating that the accusations against it are part of “a smear campaign.” In an official statement, it denied any illicit intent and warned that it will evaluate legal action for defamation and unfair competition if the attacks continue.
To date, no well-known brand has publicly expressed support for the Spanish side; rather, the debate has remained within the food sector, with repercussions mainly in Colombia. As a whole, this controversy has become a trending topic in the franchise and branding arena, serving as a reminder to other companies of the importance of protecting intellectual property when entering international markets.
Keep reading:
-
McDonald’s is the most popular fast food brand in Latin America
-
Subway launches the first AI-generated song in fast food
-
Why are fast food retail chains like McDonald’s and Tim Hortons choosing Querétaro?
-
The power of co-branding in fast food: the case of Pizza Hut and “Teenage Mutant Ninja Turtles: Mutant Mayhem”
-
Burger King says goodbye to artificial ingredients—towards more natural fast food?
