Oreo maker Mondelez International has launched a federal lawsuit against Aldi, accusing the discount supermarket giant of deliberately copying iconic snack packaging to trick American consumers into buying knockoff products.
Key Takeaways
- Mondelez International has filed a lawsuit in Illinois federal court against Aldi for allegedly mimicking packaging designs of popular snacks including Oreos, Chips Ahoy, and Wheat Thins
- The lawsuit claims Aldi’s copycat packaging is “likely to deceive and confuse customers” and could damage Mondelez’s brand reputation
- Mondelez provided side-by-side comparisons showing striking similarities between its branded products and Aldi’s store-brand alternatives
- The snack maker is seeking monetary damages and a court order to halt sales of the contested products
- Aldi has faced similar packaging lawsuits in multiple countries as part of its business model of offering lower-priced store-brand alternatives
Major Food Brand Takes Legal Action Against Discount Retailer
Mondelez International, maker of iconic American snack brands including Oreos, Chips Ahoy, and Wheat Thins, has filed a lawsuit against German discount supermarket chain Aldi, alleging the retailer deliberately copies its distinctive packaging to mislead consumers. The lawsuit, filed in federal court in Illinois, presents evidence of what Mondelez calls “blatantly copies” of its well-known product designs. The legal action highlights the ongoing tension between major brand manufacturers and discount retailers who offer lower-priced alternatives under private labels.
Mondelez’s legal complaint specifically targets Aldi’s packaging for several store-brand products, including Thin Wheat crackers in gold boxes resembling Wheat Thins, chocolate sandwich cookies in blue wrappers similar to Oreos, and peanut butter sandwich cookies that mirror Nutter Butter’s packaging. The lawsuit also includes allegations regarding Aldi’s versions of Nilla Wafers and Premium crackers. According to court documents, Mondelez claims these similarities are intentional and designed to capitalize on consumer recognition of their established brands.
In the lawsuit, snack food maker Mondelez displayed side-by-side photos of their products next to Aldi's store-brand cookies and crackers. https://t.co/QFJytTk45t
— WUSA9 (@wusa9) May 30, 2025
Consumer Confusion and Brand Damage at Center of Lawsuit
The lawsuit contends that Aldi’s packaging is “likely to deceive and confuse customers,” according to Mondelez. Mondelez has included detailed side-by-side comparisons in its filing to demonstrate the similarities, leaving little doubt about the visual parallels between the products.
“Snack food maker Mondelez International is suing the Aldi supermarket chain, alleging the packaging for Aldi’s store-brand cookies and crackers ‘blatantly copies’ Mondelez products like Chips Ahoy, Wheat Thins, and Oreos,” states Mondelez International, in their lawsuit.
Despite multiple requests for comment from media outlets, Aldi has remained silent on the allegations. This silence is particularly notable given the company’s aggressive expansion in the American market, where it has been rapidly increasing its footprint with a business model built on offering lower-priced alternatives to name-brand products. The legal battle comes at a time when many American consumers are increasingly price-conscious due to ongoing inflation concerns.
Pattern of Similar Legal Challenges
This is not the first time Aldi has faced legal challenges regarding its packaging designs. The retailer has been involved in similar disputes in Australia and the United Kingdom, reflecting what appears to be a consistent business strategy of creating private-label products with packaging that evokes well-known brands. According to court documents, Mondelez claims it has contacted Aldi multiple times about these issues, resulting in some changes while other allegedly infringing designs have persisted.
The lawsuit highlights the complex balance between legitimate competition through private-label alternatives and potential trademark infringement through packaging that may confuse consumers. For American consumers, particularly those who shop at discount retailers to combat rising “grocery costs,” the outcome of this case could influence how store brands are packaged and marketed in the future. Mondelez’s aggressive legal stance suggests major manufacturers are increasingly unwilling to allow discount retailers to blur the lines between imitation and infringement.
