Danone claims Chobani's La Colombe cold brew uses strikingly similar black-and-yellow packaging to Danone's Stōk coffee.
The lawsuit also alleges that Chobani copied Danone's "Bright & Mellow" slogan.
Danone seeks an injunction to prevent Chobani from using the slogan and is also asking for monetary damages, including profits from the products with similar packaging.
This isn't the first legal dispute between Danone and Chobani, with previous lawsuits involving advertising claims about yogurt products.
Why this matters:: This lawsuit underscores the importance of protecting intellectual property in the competitive food and beverage industry. Brand equity is a crucial asset, and companies are increasingly vigilant about defending it.
The lawsuit, filed in Manhattan federal court, accuses Chobani of engaging in a series of actions to unfairly compete with Danone. According to Danone, after Chobani acquired La Colombe in 2023, it began using the "Bright & Mellow" slogan on its coffee packaging and changed the product from "medium roast" to "light roast," mirroring Danone's offering. Danone also alleges that Chobani's high-protein Greek yogurt uses similar colors, fonts, and graphics to Danone's Oikos brand. This legal action reflects a broader trend in the food industry, where companies are taking steps to preserve profits by protecting their brand equity. Mondelēz International, for example, recently sued Aldi over lookalike packaging for private-label snacks. The outcome of this case could set a precedent for future intellectual property disputes in the food and beverage sector.
Q: What is Danone accusing Chobani of?
Danone is accusing Chobani of copying the packaging and slogan of its Stōk cold brew coffee line.
Q: What is Danone seeking in the lawsuit?
Danone is requesting a judge to issue an injunction against Chobani to prevent the company from using the slogan and is also asking for monetary damages.
Brand equity is crucial in the food and beverage industry.
Companies are increasingly vigilant about protecting their intellectual property.
Legal disputes over packaging and slogans are becoming more common as competition intensifies.
Monitor how established brands protect their IP, it will give you an idea of how to protect yours.
Do you think Danone has a strong case against Chobani? Share this article with others who need to stay ahead of this trend!
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