A new trademark dispute is brewing! This week’s BL Business Branding Newsletter dives into a bold serving of brand rivalry in the ready-to-drink coffee world. Danone North America has filed a lawsuit against Chobani, claiming the yogurt giant copied both the packaging and slogan of its popular SToK Cold Brew line to promote its recently acquired La Colombe coffee brand.
The ready-to-drink coffee market has been on the rise in recent years, with brands competing for consumer attention through bold designs and catchy taglines. Danone’s SToK line, known for its sleek black bottles with vibrant colors and white lettering, has carved out a niche with its playful branding and accessible cold brew offerings.
Filed in Manhattan federal court, Danone’s complaint accuses Chobani of using “strikingly similar” black-and-yellow packaging and using Danone’s “Bright & Mellow” slogan to boost La Colombe’s presence in the cold brew category. The lawsuit alleges that Chobani’s marketing shift was a deliberate attempt to tap into SToK’s growing brand recognition and consumer trust. Danone is seeking an injunction to halt use of the slogan, as well as monetary damages, including profits from the allegedly infringing sales. The company also currently has a pending trademark application for “Bright & Mellow,” filed in February 2025, to formally secure its rights to the phrase.
Chobani entered the coffee market in 2023 with its $900 million acquisition of La Colombe, a move that expanded its reach far beyond yogurt and into the beverage market. Danone claims that La Colombe adopted a nearly identical black-and-yellow design scheme and replaced its traditional roast descriptions with “light” blends that mimic SToK’s “Bright & Mellow” messaging, a move Danone describes as “knowing, calculated, and systematic.”
This isn’t the first time the two companies have faced off. Danone and Chobani have a long history of clashing over marketing tactics and product claims, but this latest dispute focuses on a core element of consumer engagement – visual identity. Danone argues that Chobani’s actions reflect an ongoing pattern of “free riding” on its established brand reputation.
What Can Businesses Learn From This?
Danone’s lawsuit serves as a reminder that when expanding into new markets or product categories, businesses must tread carefully to avoid encroaching on another brand’s established identity and marketing strategies. What might seem like a creative nod or natural design choice can quickly lead to costly disputes if it blurs the lines between inspiration and imitation. Before launching a new product or rebrand, companies should conduct thorough trademark reviews to confirm they are not treading on others’ marketing territory. Similarly, companies need to police their branding to ensure others aren’t trying to steal their branding thunder. Taking the time to research creative decisions upfront can help safeguard a brand’s reputation.
Need guidance on how to protect your brand? Reach out to our BL Trademark Team by reaching out to Seth Berenzweig at sberenzweig@berenzweiglaw.com.