Biscuits and crackers are at the centre of a lawsuit, initiated by Mondelēz International against German discount retailer Aldi.
Mondelēz claims that Aldi’s private label packaging “blatantly” copies its own. The major snacks company wants Aldi to stop selling copycat packaging immediately, and to pay compensation.
Why is Mondelēz suing Aldi?
Mondelēz makes a wide range of iconic cookie and cracker brands, including Oreo and Ritz. The company claims these products are sold in “highly distinctive” packaging, making them instantly recognisable by consumers.
So if other companies imitate these brands’ packaging designs, that’s a problem for Mondelēz. Doing so would exploit the “valuable reputation” Mondelēz has developed in the appearance of these products, and could “deceive and confuse” consumers.
But that’s exactly what Aldi has done, claims Mondelēz, which says the Germany-headquartered discounter is selling low-priced private label products that resemble the “look and feel” of well-known brands, like its own.
Mondelēz is going after Aldi for its so-called copycat versions of Oreo, Wheat Things, Nutter Butter, Chips Ahoy!, Nilla Wafers, Ritz Crackers, and Premium Saltine Crackers brands.
Why Mondelēz is fed up with Aldi over copycat brands
It’s not the first time Mondelēz has taken issue with Aldi’s private label packaging.
Previously, Mondelēz contacted Aldi about copycats of its Oreo cookie design and Belvita biscuits, among others. Aldi responded by either discontinuing or altering these products, but packaging infringements continue, claims the snacks giant.
According to the injunction, Aldi has ignored Mondelēz’s requests, leaving the latter “no choice” but to bring this “trademark and trade dress infringement, dilution, unfair competition and unjust enrichment action” to court.
The complaint for damages and injunctive relief has been filed in Illinois, where Aldi’s US headquarters are based.
