Mondelez Sues Aldi Over Lookalike Packaging for Store-Brand Cookies and Crackers

Mondelez International, the company behind household snack brands such as Oreos, Wheat Thins, and Ritz crackers, has filed a trademark infringement lawsuit against Aldi in federal court. The suit, submitted in Illinois, accuses the fast-growing grocery chain of copying the look and feel of Mondelez’s product packaging for its own store-brand cookies and crackers. Mondelez claims Aldi’s packaging tactics mislead consumers and threaten the integrity of its established brands.

The complaint includes visual comparisons showing striking similarities between products like Aldi’s Thin Wheat crackers and Wheat Thins, chocolate sandwich cookies and Oreos, and even Golden Round crackers versus Ritz. Mondelez argues these designs are so close that customers may be confused or misled, leading to reputational and financial harm. Despite previous warnings and limited compliance from Aldi, Mondelez alleges the retailer continues to sell several infringing products.

This lawsuit is not the first time Aldi has faced legal scrutiny over lookalike packaging. Courts in both Australia and the U.K. have previously ruled against the company in similar cases involving other brands. With more than 2,500 stores across 39 U.S. states and rapid market expansion, Aldi’s private-label strategy has drawn increased attention—and criticism—from major food manufacturers.

Mondelez is seeking damages and a court injunction to halt the sale of products it says infringe on its trademarks and trade dress. The outcome of this case could have broader implications for private-label packaging practices and the boundaries of brand protection in U.S. retail.