Crushi: crunchy sushi. Two Dutch guys invented this kind of sushi and have plans to launch this sushi roll internationally. With some crowdfunding they already collected within three hours the amount of EUR 75,000. Yes, sushi is popular in Holland!
One lesson they have taken to heart: when you introduce a new product, you register the name and, every important, you invent a generic name as well. Otherwise, people will use Crushi as generic name. We all remember the problems with Cronut. Probably, Crushi will have to defend itself to generic use as well. But in the event the company succeeds in maintaining their trademark, the (tasty) ingredients for international success are present!
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“Trademark protection gives freedom to do business.”