Oreo Owner Takes Aldi to Court Over Lookalike Snack Packaging.
The maker of Oreo has filed a lawsuit in the United States against discount supermarket Aldi, accusing the retailer of "blatantly" copying the packaging of its iconic snack products.
According to court documents, Mondelēz International claims Aldi is deliberately mimicking the look of several of its well-known brands—including Oreos, Wheat Thins, Nutter Butter, Chips Ahoy!, and Ritz crackers—in an attempt to "deceive" shoppers and "ride the coattails" of the company's "attraction, fame and prestige."
Image: BBC News
The lawsuit, filed in May, alleges trademark infringement, unfair competition, and unjust enrichment. Mondelēz says it has contacted Aldi multiple times over the issue of “confusingly similar packaging,” yet despite some products being discontinued or repackaged, the supermarket has continued to offer what Mondelēz calls “unacceptable copies.”
A spokesperson for Aldi UK distanced the British chain from the case, saying: "They are under the same ownership but operate as completely separate businesses." Aldi U.S. has not responded to media requests for comment, including from the BBC.
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In the court filing, Mondelēz included side-by-side images showing striking similarities between its packaging and that of Aldi’s versions. The snack giant argues that Aldi's private-label strategy depends on producing "low-priced private label products that resemble the look and feel of well-known brands."
Mondelēz claims that Aldi’s continued marketing of these lookalike products will cause “irreparable harm” to its brand.
This legal battle follows other recent disputes involving Aldi and allegations of brand imitation. Earlier this year, the chain lost a case brought by cider maker Thatchers, which accused Aldi of copying the “taste and appearance” of its product.
With over 2,500 stores in the United States alone, Aldi’s popularity has been built on offering affordable alternatives to household staples. But this lawsuit underscores a longstanding tension between brand-name producers and discount retailers.
It’s striking that despite repeated accusations and even legal defeats, Aldi has managed to sustain this branding approach for so long without facing more serious consequences.
