The re-branding of organic products in Sainsbury's to "So Organic" has sparked a David and Goliath confrontation between a small business and the supermarket giant.

So Organic Limited registered its www.soorganic.com website in 2003 to sell natural and organic, chemical-free items including cleaning products, clothing and cosmetics.

But after Sainsbury's launched its own So Organic brand, its smaller rival says it has experienced problems with confusion, particularly at trade fairs. Sainsbury's has been asked to stop using the name, but have replied there is no overlap of products, and they don't believe confusion is a problem. They also attribute a recent rise of 5.7% in the groups market share, at least in part, to this range.

The owners of "So Organic" are now considering taking legal action, and if they do so we'll be watching with interest.