Oreo Maker Sues Aldi in U.S. Over Alleged Copycat Packaging

Mondelēz International, the company behind iconic snack brands like Oreo and Chips Ahoy!, has filed a lawsuit against Aldi in the United States, accusing the discount supermarket of imitating the packaging of several of its products.

Filed in May, the lawsuit claims Aldi deliberately designed the packaging of its private-label snacks to mimic popular Mondelēz products in a way that could mislead consumers. According to court filings, Mondelēz says Aldi is attempting to “ride the coattails” of its brand recognition and reputation.

The legal complaint includes side-by-side comparisons of packaging for products like Oreos, Ritz crackers, Nutter Butter, and Wheat Thins, alleging that Aldi’s versions are confusingly similar. Mondelēz argues this not only causes customer confusion but also harms its brand image and market position.

“Despite multiple attempts to address these concerns directly, Aldi has continued to sell products with packaging that imitates our well-established brands,” the snack giant stated, warning that such practices could cause “irreparable harm” to its identity in the market.

While Aldi’s U.S. division has not issued a public response, Aldi UK clarified that it is not part of the legal dispute, noting that although both entities share the same ownership, they operate independently.

Mondelēz is seeking damages and has accused Aldi of trademark infringement, unfair competition, and unjust enrichment. The company also criticised Aldi’s broader strategy of offering low-cost products that closely resemble major brands.

This isn’t the first time Aldi has faced legal trouble over lookalike products. Earlier this year, the supermarket lost a legal battle with cider maker Thatchers in the UK, which had accused Aldi of copying the taste and design of its drinks.

With more than 2,500 stores across the U.S., Aldi continues to be a major player in the affordable grocery space – but this lawsuit could put its private-label practices under further scrutiny.