Oreo Maker Takes Legal Action Against Aldi Over Alleged Imitation

In a significant legal dispute, the corporation behind Oreo cookies, Mondelēz International, has initiated a lawsuit against budget supermarket Aldi in the United States, alleging the retailer is using deceptively similar packaging that infringes on its trademark. The lawsuit, filed in May, outlines accusations that Aldi's imitation packaging not only misleads consumers but also aims to exploit Mondelēz's established brand recognition.

Mondelēz asserts that Aldi's packaging for its store-brand cookies closely resembles that of popular products such as Oreo, Chips Ahoy!, and Ritz, potentially benefiting from the prestige of these well-known snacks. Despite Aldi's lack of response to these claims, the company has previously emphasized that its UK branches operate independently and are not involved in the lawsuit. Although Aldi has made some changes to its packaging after being contacted by Mondelēz, the lawsuit argues that the alterations do not suffice, as Aldi continues to produce items that Mondelēz believes are "unacceptable copies."

The complaint also raises concerns about Aldi's broader business strategy, stating that it relies heavily on low-cost private-label products designed to imitate established brands, which could lead to significant damage to the reputation of Mondelēz. Their legal claim demands damages and includes photographic evidence comparing the two brands' product appearances side by side. This lawsuit follows a recent trademark conflict in which Aldi lost to cider makers for similar reasons, indicating a pattern of legal challenges faced by the discount retailer over its brand practices in the consumer market.