Store brand packaging lawsuits have become a battleground in the grocery aisles. These legal fights pit major food companies against retailers who create private-label products that look suspiciously similar to name brands. For shoppers trying to save money, these cases reveal the complex strategies behind product packaging. Understanding these lawsuits helps you spot when brands might be crossing legal lines and how packaging design affects your shopping decisions.
1. Mondelez vs. Aldi: The Great Cookie Wars
The most recent high-profile store brand packaging lawsuits erupted in 2025 when Mondelez International sued Aldi over strikingly similar packaging designs. Mondelez claimed Aldi’s store-brand cookies and crackers “blatantly copied” the trade dress of Oreo, Chips Ahoy, and Wheat Thins. The lawsuit highlighted Aldi’s chocolate sandwich cookies packaged in blue and white bags, nearly identical to Oreo packaging. But here’s the twist: this wasn’t Aldi’s first rodeo with store brand packaging lawsuits. The German retailer had previously settled similar disputes after Mondelez complained about copycat designs for other products.
2. McNeil Nutritionals vs. Heartland Sweeteners: The Splenda Showdown
In 2007, McNeil Nutritionals sued Heartland Sweeteners over artificial sweetener packaging that mimicked Splenda’s distinctive yellow design. This case revealed how store brand packaging lawsuits often center on color coding systems that help consumers identify products. The artificial sweetener industry uses specific colors: pink for saccharin products like Sweet’N Low, blue for aspartame products like Equal, and yellow for sucralose products like Splenda. Food Lion utilized this vertical element design feature in its other store-brand packaging, creating, according to McNeil, deliberate consumer confusion.
3. Baby Bellies vs. Aldi Australia: International Package Problems
Aldi’s packaging troubles extend beyond U.S. borders. In 2024, an Australian federal court ruled that Aldi was liable for copyright infringement over children’s snack packaging that resembled Hampden Holdings’ Baby Bellies puffs. This store brand packaging lawsuit demonstrated that copying trade dress isn’t just an American phenomenon. The Australian court’s decision showed how international retailers face similar legal challenges when their private-label designs too closely mirror established brands.
4. Thatchers Cider vs. Aldi UK: The Lemon Cider Controversy
Earlier in 2025, a UK appeals court sided with Thatchers, a cider company, which sued Aldi for packaging similar to its lemon cider products. This case highlighted how store brand packaging lawsuits aren’t limited to snack foods. Beverage companies also aggressively protect their trade dress, especially when distinctive bottle shapes, colors, or label designs are involved. The ruling emphasized that even minor visual similarities can constitute trademark infringement when they’re likely to confuse consumers about product origin.
5. Various Brands vs. Target: The Ongoing Battle
Target has faced multiple lawsuits over store-brand packaging, although many have settled out of court. The retailer’s Up & Up and Good & Gather brands have drawn scrutiny for packaging designs that parallel national brands. These cases often involve pharmaceutical products, household cleaners, and food items where packaging similarity could mislead consumers into believing they’re purchasing name-brand products. Target typically modifies disputed packaging rather than engage in prolonged litigation.
6. Generic Drug Manufacturers vs. Brand Pharmaceuticals
While not always grocery-related, pharmaceutical companies frequently file lawsuits against generic manufacturers for creating store-brand packaging that is confusingly similar. These cases often involve over-the-counter medications sold in grocery stores and pharmacies. The FDA has specific guidelines about generic drug packaging, but store brands sometimes push boundaries by using similar colors, fonts, or layout designs that could confuse consumers seeking specific brand-name medications.
The Real Cost of Copycat Culture
Store brand packaging lawsuits represent more than legal squabbles between corporations. They reflect fundamental questions about consumer choice, brand protection, and fair competition. When retailers create private-label products that closely mimic national brands, they’re walking a fine line between offering affordable alternatives and potentially deceiving customers.
The financial stakes are enormous. Mondelez’s lawsuit against Aldi seeks monetary damages and injunctive relief that could force the retailer to redesign packaging across thousands of products. For consumers, these legal battles often result in higher prices as companies spend millions on litigation and packaging redesigns.
These cases also reveal how much thought goes into packaging design. Colors, fonts, layouts, and even the placement of logos are carefully chosen to create brand recognition and customer loyalty. When store brands copy these elements, they’re essentially hijacking years of marketing investment and consumer trust.
What can you do as a shopper? Pay attention to packaging details and read product labels carefully. Store brand packaging lawsuits often arise because consumers grab products thinking they’re buying name brands, only to discover later they purchased store brands. While store brands can offer excellent value, making informed choices means looking beyond similar packaging to understand what you’re actually buying.
Have you ever been confused by similar packaging between name brands and store brands, or do you actively seek out store brand alternatives to save money?
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