In a recent legal battle between two major food companies, Danone has sued competitor Chobani for allegedly copying the slogan and packaging of its cold brew coffee line. The lawsuit, filed in Manhattan federal court, claims that Chobani’s La Colombe cold brew uses packaging that is “strikingly similar” to Danone’s Stōk coffee, as well as copying Danone’s “Bright & Mellow” slogan.
This is not the first time Danone and Chobani have faced off in court. In the past decade, Danone has sued Chobani multiple times over advertising claims. In 2016, Danone successfully argued in court that Chobani’s “Simply 100” yogurt falsely implied that Danone’s Light and Fit yogurt contained chlorine. Three years later, Danone also sued Chobani over claims that its kids’ drinkable yogurt had 33% less sugar.
In this latest lawsuit, Danone accuses Chobani of knowingly and systematically using its intellectual property. Danone introduced the “Bright & Mellow” slogan in January 2021 to differentiate itself from competitors like Starbucks and La Colombe. However, after Chobani acquired La Colombe for $900 million in 2023, Danone claims that Chobani began using the same slogan and changed its product to match Danone’s offerings.
Danone also alleges that Chobani has mimicked its packaging in other products, such as its high-protein Greek yogurt, which reportedly uses similar colors, fonts, and graphics to Danone’s Oikos brand. Danone argues that Chobani’s actions have allowed them to benefit from Danone’s reputation without putting in the necessary work.
As the food industry faces challenges like declining sales, companies are increasingly turning to legal action to protect their brand equity and profits. In a similar vein, snack maker Mondelēz International recently sued Aldi to stop them from using packaging that resembles popular brands like Oreo and Chips Ahoy!
Chobani has not yet responded to the lawsuit. It remains to be seen how this legal battle will unfold and what implications it may have for the food industry as a whole.
