Aldi sued for stocking ‘confusingly similar packaging’ to famous snacks

The supermarket of choice for those on tight budgets is being slugged by a potentially devastating legal case.

The supermarket of choice for those on tight budgets is being slugged by a potentially devastating legal case.

We’ve all walked past a couple of dubiously named brands that look very much like the original in Aldi’s snack isle. But now those cheaper options are being put under the microscope as multinational corporations put the foot down.

Snack maker Mondelez, the company behind Oreos and Ritz crackers, has launched legal action against Aldi’s US arm, accusing the discount retailer of stocking “blatant copies” of its iconic biscuit brands.

The case claims Aldi’s private-label products bear “confusingly similar packaging” that could mislead shoppers and damage Mondelez’s reputation.

The company has requested a court order to block Aldi from selling the products in question, alongside a claim for monetary damages.

Side-by-side comparisons submitted in the lawsuit show visual similarities between Aldi’s chocolate sandwich cookies and Oreos, both featuring blue packaging with near-identical cookie arrangements.

Snack maker Mondelez, the company behind Oreos and Ritz crackers, has launched legal action against Aldi’s US arm, accusing the discount retailer of copying the look of its iconic biscuit brands. (AP Photos/Nam Y. Huh)

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Similar comparisons were made between Aldi’s Golden Round crackers and Ritz, both wrapped in red boxes with blue and yellow accents.

Mondelez alleges it repeatedly warned Aldi about the likenesses. While the retailer reportedly adjusted or withdrew some packaging, others remain on shelves.

Aldi, which operates more than 2500 stores in 39 US states and 600 in Australia, has not commented publicly on the case.

Known for keeping prices low by selling mostly in-house brands, the German-founded chain has faced similar legal challenges over its private-label packaging in several countries in the past.

In Australia, Aldi was found to have infringed copyright in a 2023 case involving children’s snack brand Baby Bellies. Picture: NCA NewsWire / Gaye Gerard

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In Australia, Aldi was found to have infringed copyright in a 2023 case involving children’s snack brand Baby Bellies.

The court found some of Aldi’s Mamia puff products too closely resembled the benchmark design provided by the brand’s licensor, Hampden Holdings. Evidence included internal correspondence acknowledging the resemblance.

However, Aldi prevailed in other claims involving rice cakes and has appealed the ruling.

Elsewhere, Aldi won a 2018 appeal in Australia against Moroccanoil Israel over similar packaging claims related to haircare products, while in the UK, a court sided with cider brand Thatchers in a dispute over bottle design.

Originally published as Aldi sued for stocking ‘confusingly similar packaging’ to famous snacks