U.S. Patent office rejects Whole Foods’ bid to brand itself ‘world’s healthiest grocery store’

Whole Foods Market Inc. is known for carrying lots of natural and organic foods. But is it the world’s healthiest grocer?

Whole Foods WFM, -0.42% submitted an application to brand itself as the “World’s Healthiest Grocery Store” and in return got a rejection letter from the U.S.Patent and Trademark Office.

“Registration is refused because the applied-for mark merely describes a feature or characteristic of applicant’s services,” the letter said. “A mark is merely descriptive if it describes an ingredient, quality, characteristic, function, feature, purpose or use of an applicant’s good and/or services.”

Whole Foods can respond to the letter within the next six months.

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