Boxing champ Tyson Fury to battle fitness guru Joe Wicks in food and drink war

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Tyson Fury is taking on workout king Joe Wicks by launching his own knockout range of healthy food and drinks.

The Gypsy King is teaming up with frozen food firm Iceland to create the Furocity by Tyson Fury brand.

Fitness guru Joe has a multi-million tie-in with mail order grub firm Gusto.

Iceland chiefs have just applied for legal protection with the UK’s Patent and Trademark Office.

If passed, the trademark will stay in place for 10 years.

The world heavyweight champ is looking to market ready meals, health foods and drinks, sauces, dressings, food supplements, cereal bars and protein shakes.

The legal documents were lodged on his behalf by Iceland executives. They filed the legal papers in November and when they are made law it will prevent counterfeiters from knocking out bootleg copies.

An intellectual property lawyer told us: "This will give Tyson and his advisors the ability to take action against third parties who may be using the relevant names in the course of trade without consent.

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"The mere presence of these kinds of trademarks on the register can also act as a deterrent, where a third party is considering using the name without their consent

"Secondly, it improves their ability to enter into agreements to commercialise their brand. As an example, they may wish to license out the trademarks to partners and earn royalties that way."

  • Tyson Fury
  • Joe Wicks

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