The J.M. Smucker Company has filed a lawsuit against Trader Joe’s, claiming the grocery chain’s new frozen peanut butter and jelly sandwiches look too much like Smucker’s popular Uncrustables. The legal action was taken in a federal court in Ohio this week.
Smucker says Trader Joe’s sandwiches share key design features with Uncrustables, such as the round shape and the crimped edges that look like a pie crust. They argue that these features are protected by trademarks and that Trader Joe’s packaging also crosses the line by using the same shade of blue for the lettering, along with showing a sandwich with a bite taken out of it—just like Uncrustables boxes do.
Smucker is clear that it doesn’t mind if other companies sell prepackaged crustless sandwiches, but it objects strongly to what it sees as copying its unique design and brand identity. The company is asking the court to make Trader Joe’s hand over all the products and packaging for destruction, along with financial restitution.
Trader Joe’s has not commented on the lawsuit. Legal experts say Smucker’s strong trademark registrations give it a good chance to make its case. However, some points could work in Trader Joe’s favor. For instance, the crimping on the edges might be seen as a functional feature rather than a trademark, and Trader Joe’s sandwiches appear slightly more square than Uncrustables, which could be a meaningful difference.
Uncrustables were first created by two friends in 1996 and bought by Smucker in 1998. Smucker secured patents in 1999 and invested over $1 billion into developing the brand over two decades. This includes perfecting the bread texture and adding new flavors like chocolate and hazelnut.
One big issue in cases like this is whether the product confuses buyers. Smucker argues this is already happening, pointing to a social media post where someone wrongly claimed Trader Joe’s contracts with Smucker to make its sandwiches.
This isn’t the first time Smucker has defended the Uncrustables brand in court. In 2022, it sent a cease and desist letter to a company making similar crustless sandwiches with crimped edges in Minnesota.
Legal experts suggest Smucker felt it had to take a stand now to protect its brand from being copied. If they ignored Trader Joe’s, it could weaken their position against others in the future. Cases like this often end in settlements since trials can be costly for both sides.
Smucker’s lawsuit comes just months after Mondelēz International sued the grocery chain Aldi for allegedly mimicking the packaging of its well-known cookie and cracker brands.
The case will be one to watch as it highlights how companies protect their products in a competitive food market.