UPDATE: A Trader Joe's spokeswoman told Reuters Friday the company doesn't talk about pending cases.
Dive Brief:
- Campbell Soup's Pepperidge Farm is alleging Trader Joe's Crispy Cookies are too similar to its signature Milano Cookie, including product packaging.
- Trader Joe's iteration, according to Pepperidge Farm, has a more rectangular shape, though includes rounded edges, close to the traditional Milano oval shape.
- The company wants Trader Joe's to stop selling the cookie, not to mention provide compensatory and punitive damages.
Dive Insight:
"The trust Pepperidge Farm has built with consumers is of utmost importance to us," according to a spokesowman from the company. Trader Joe's had not yet responded to Reuters Friday for comment.
Trademark cases were rampant in the industry in 2015.
Campbell Soup reported a 2.3% drop in sales in its last quarter, though its healthy foods sector Campbell Fresh posted an 8% sales uptick to $249 million. Pepperidge Farm sales went up thanks to Goldfish crackers, fresh bakery, and frozen products increases — partly offset by a dip in cookie sales. Milano in particular has made the company millions in revenue the last 10 years, according to the complaint. What's clear is this is a battle Pepperidge Farm is serious about.
"The acts of Trader Joe's have been malicious and calculated to injure Pepperidge Farm," also according to the complaint.