A UK-based ice cream parlour changed the name of its 'Percy Pig' ice cream following Marks & Spencer's request. M&S told Fabio's Gelato that it could use the dessert, not the name. Calling 'Percy Pig' its "hero" brand, M&S said, "We own trademarks to protect it." It suggested that the parlour name its ice cream 'Pig Faces' or 'Pig Sweets'.