An intellectual property lawyer is backing a judges' order for a Weet-Bix look-a-like label to be stickered over.

The Christchurch High Court's Judge David Gendall ruled today the UK cereal Weetabix can only be imported and sold if its label is stickered over.

This comes after Sanitarium stopped more than 100 boxes of the cereal being imported last year - for breaching Weet-Bix's trademark.

James and Wells intellectual property lawyer Sebastien Aymeric says at a Trade Mark level, the UK cereal was diminishing Weet-Bix's exclusivity.

"Ultimately Sanitarium didn't take action against these kinds of behaviours, it's trademark would lose value."

LISTEN TO SEBASTIEN AYMERIC TALK WITH LARRY WILLIAMS ABOVE