one of the problems for Nestle [apart from what Jono said] is that there is another same shape chocolate bar from Norway, Kvikk Lunsj that has been around almost as long as the KitKat [1937, 1935] and Rowntree who made KItKat before Nesle took them over, never bothered about it - it's only now markets have become internationalised that it really becomes any sort of issue