In this week’s BL Business Branding entry, we’re taking a bite out of a sticky legal showdown between two grocery aisle favorites – The J.M. Smucker Company, maker of the iconic Uncrustables, and Trader Joe’s, known for its creative private-label twists on everyday classics.
Smucker’s has filed a lawsuit in the U.S. District Court for the Northern District of Ohio accusing Trader Joe’s of trademark infringement, dilution, unfair competition, false designation of origin, and deceptive trade practices over its crustless peanut butter and jelly sandwiches. The Ohio-based company claims Trader Joe’s “copycat” version is an “obvious imitation” of Uncrustables, mirroring the round, crimped shape and the familiar packaging design featuring a sandwich with a bite taken out of it. Smucker’s argues these similarities infringe on the trademarked packaging and product design it has worked on for decades and have already caused consumer confusion, citing TikTok and Instagram posts where users mistook Trader Joe’s sandwiches for authentic Uncrustables.
Smucker’s also notes that Uncrustables aren’t just snacks, they’re a billion-dollar brand built on years of innovation, marketing, and consumer trust. The company believes that Trader Joe’s has taken more than a little inspiration from its recipe for success, introducing a product that bites into Smucker’s hard-earned market identity.
This lawsuit isn’t just about who makes the better PB&J, it’s about protecting what makes a brand recognizable. Smucker’s argues that the shape, seal, and packaging of Uncrustables are key ingredients in its brand recipe. Letting competitors freely imitate those features could water down that distinctiveness and spread their brand too thin.
What Can Businesses Learn From This?
In the world of intellectual property, protecting your brand is no small sandwich. Companies that don’t enforce their trademarks risk losing their exclusive rights through dilution or genericide. Smucker’s move to take action shows that keeping a close eye on competitors isn’t just proactive, it’s protective.
Your unique designs, packaging, and product features are more than aesthetic choices, they’re your brand’s bread and butter. Registering, monitoring, and enforcing those elements helps ensure your brand stays yours, no matter who tries to jam into your market space.
Want to make sure your brand’s designs and products are protected? Connect with our BL Trademark Team by reaching out to Seth Berenzweig at sberenzweig@berenzweiglaw.com.