Smucker takes Trader Joe’s to court for copycat Uncrustables

JIF peanut butter maker J.M. Smucker Co. sued Trader Joe’s this week, claiming its new frozen peanut butter and jelly sandwiches copy the design and packaging of Smucker’s famous Uncrustables.

Filed in Ohio, the lawsuit says Trader Joe’s sandwiches share Uncrustables’ round, crustless shape, crimped edges, and similar imagery in packaging boxes.

Smucker’s says consumers may mistakenly believe Trader Joe’s version is affiliated with them and seeks restitution, including the destruction of the Trader Joe’s products and packaging.

The popular Uncrustables, launched in 2000 after acquiring the brand in 1998, is worth nearly $1 billion, according to the company. Smucker produces about 1.5 billion sandwiches annually.

Legal experts say Trader Joe’s may argue that crimping is functional and that its sandwiches differ slightly in shape.

The case mirrors similar recent trademark disputes, such as Mondelez’s lawsuit against Aldi’s store-brand cookies and crackers, alleging they look similar to Chips Ahoy, Wheat Thins and Oreos.