Adam Handling's restaurant group leaps on Frog Bakery over name confusion

The Frog Bakery in London's Camberwell has been told to change its name after receiving a cease and desist letter from the Adam Handling Restaurant Group (AHRG).

A spokesperson for the chef, who has run the Michelin-starred Frog by Adam Handling restaurant in Covent Garden since 2017, said the similar name "had caused confusion" among customers.

Frog Bakery was opened in April this year by Oliver Costello and Rebecca Spaven after the pair ran a successful pop-up at Lambeth's Platform Café.

Handling filed for trademark of ‘THE FROG' in November 2016 and it was registered in March 2017.

Eater London reported that the duo have been given a six-week deadline to change the bakery's name, but through lawyers have requested a three-month extension, although their frog-shaped logo will remain.

Spaven told Eater the legal letter had been "unexpected" and the team had searched for bakeries with a similar name before opening, but were unaware of Handling's group.

A spokesperson for AHRG said: "The Adam Handling Restaurant Group has been in touch with Frog Bakery because its choice of name conflicts with our earlier rights and has caused confusion amongst many of our diners and within the hospitality industry. The directors of Frog Bakery have responded and we anticipate resolving matters amicably soon.

"Our FROG name is very valuable and important to us. We have no choice but to protect it from both deliberate and, as this seems to be, accidental conflicts."

In an Instagram post, Frog Bakery wrote that "unfortunately we are having to change our name".

The bakery said: "The response from our customers and friends, both old and new, has been unbelievable and we just wanted to say thanks for all the support. It has really helped keep our spirits up!"

The post told customers to keep an eye on the site's Instagram account for the announcement of their new name and confirmed the team would be "keeping it amphibious".