Mondelez sues Aldi over trademark infringement of snack packaging

In a federal lawsuit filed on May 27, 2025, in Illinois, Mondelez International, the maker of popular snacks including Oreos and Chips Ahoy, alleges that the grocery chain Aldi has copied its packaging design for store-brand cookies and crackers. Mondelez argues that Aldi's packaging is likely to deceive and confuse consumers due to its striking similarities to their name-brand products. The lawsuit highlights potential harm to Mondelez’s brands and seeks both monetary damages and a court order to prevent Aldi from selling these infringing products. Mondelez International, based in Chicago, has been proactive in addressing packaging similarities with Aldi, previously contacting the supermarket chain regarding various products, including Nutter Butter cookies and Ritz crackers. While Aldi has made some changes to its product packaging in response to complaints from Mondelez, it still continues to sell other items that Mondelez claims infringe on its trademarks. The current lawsuit is part of a pattern; Aldi has faced similar legal challenges in the past, with various courts ruling in favor of name-brand companies. The dispute comes amid a growing trend in which discount grocers offer private label products designed to resemble leading brand snacks, allowing consumers to enjoy more affordable alternatives. This strategy has prompted legal scrutiny because consumers may mistakenly believe they are purchasing familiar name-brand products when they are actually buying store-brand versions. For instance, Aldi’s Thin Wheat crackers are packaged in gold, mirroring Mondelez's Wheat Thins, while its chocolate sandwich cookies use blue packaging similar to that of Oreos and Chips Ahoy. As the lawsuit unfolds, Mondelez aims to protect its market identity and brand image from what it describes as misleading practices by Aldi. The situation underscores the complexities of trademark law and the delicate balance between competitive pricing and consumer protection in the retail space. Aldi's business model, heavily reliant on store brands, could potentially be compromised if Mondelez prevails in the lawsuit, reinforcing the importance of distinct branding in a competitive market.