Mondelez Sues Aldi for Copycat Packaging in Legal Clash Over Brand Identity and Consumer Confusion

Mondelez International, the multinational food giant known for brands like Oreo and Wheat Thins, has filed a federal lawsuit against Aldi, accusing the grocery chain of copying its product packaging. The lawsuit, filed in Illinois, claims Aldi is attempting to mislead consumers by designing store-brand packaging that closely resembles well-known Mondelez products. Mondelez is seeking both financial compensation and a legal injunction to stop Aldi from continuing the alleged practice.

Mondelez Alleges Aldi Mimics Packaging to Confuse Shoppers and Boost Store Sales

The lawsuit details how Aldi’s store-brand products allegedly mimic the visual presentation of several Mondelez snacks. While Aldi uses different product names, Mondelez claims the design elements — including fonts, colors, imagery, and layout — are strikingly similar to their trademarks. This, the company argues, creates confusion among consumers who may mistake Aldi’s offerings for genuine Mondelez products.

Examples cited in the lawsuit include Aldi’s Peanut Butter Creme Filled Cookies, which Mondelez claims closely resemble its Nutter Butter packaging through similar red boxes, fonts, and imagery. Another cited example is Aldi’s “Thin Wheat,” which allegedly mimics Nabisco’s Wheat Thins with similar naming, color scheme, and overall package design. Mondelez argues that these similarities are not coincidental but part of a pattern aimed at capitalizing on its brand recognition.

Aldi Faces Ongoing Legal Scrutiny Over Packaging Similarities with Major Brand Competitors

This isn’t the first time Aldi has faced legal challenges over its packaging. Earlier in the year, a U.K. court ruled in favor of cider company Thatchers, which sued Aldi over the similar design of its lemon cider cans. The ruling adds context to Mondelez’s lawsuit, suggesting a recurring issue with Aldi’s packaging strategies drawing legal scrutiny from established brands.

Both Mondelez and Aldi are influential players in the global food market. Mondelez operates in over 150 countries and owns a wide portfolio of snack brands. Aldi, a discount supermarket chain, runs more than 6,600 stores across 10 countries. The outcome of this lawsuit could have significant implications for private-label branding practices and trademark protections in the retail industry.