BEIC reckons Birchgrove Eggs' red dragon logo, stamped on its boxes of free-range eggs, is too similar to the lion quality mark that it uses. It has asked the Aberystwyth-based business to remove the dragon, which it has been using for 25 years, or face legal action.

A BEIC spokesperson said:

"The lion logo is a registered trade mark and can only be used on packs of eggs produced by subscribers to the British Egg Industry Council lion quality scheme."

But Birchgrove owner Tony Burgess is standing firm. He told the BBC:

"How can anyone, especially in Wales, mistake the national emblem of the dragon for a lion?"