The news: Mondelez sued Aldi over claims that the latter’s private-label packaging “blatantly copies” the packaging for Chips Ahoy, Oreo, and five other iconic brands owned by the consumer packaged goods (CPG) giant.
The suit alleges that the designs are “likely to deceive and confuse consumers” and could hurt the reputation of Mondelez as well as its brands. The company is seeking damages and an injunction to prevent Aldi from selling the products listed in the suit, as well as any others that infringe on its trademarks.
Why it matters: It is hardly a coincidence that Mondelez chose to file suit at a time when private label products are taking over shoppers’ grocery carts.
- Private label sales grew 3.9% in 2024 to national brands’ 1%, per data from the Private Label Manufacturers Association (PLMA).
- That gap is likely to widen as economic concerns push shoppers to cheaper brands: 58% of consumers reported buying more generic brands in early 2025 to reduce their expenses, per a March CivicScience survey.
CPGs’ struggles are compounded by the diminishing quality gap between store and name brands—the result of retailers’ considerable investments to make their private labels more appealing to value-conscious shoppers.
Our take: It remains to be seen whether the Mondelez suit will be the first of many as CPG companies look to protect their market share—or whether it’s a Hail Mary attempt to wrest back sales at a time when they’re trending firmly in favor of private labels.
Go further: Read our report on Private Label Brands 2025.