Mondelez Sues Aldi as Private Labels Pressure National Brands, accusing the German discount retailer of copying the packaging of several of its flagship brands—including Oreo and Chips Ahoy. The legal complaint, which cites trademark infringement and consumer confusion, is drawing widespread attention at a time when private label products are reshaping the grocery retail landscape.
The move comes amid a broader battle for shelf space, pricing power, and shopper loyalty—where private label brands are fast becoming a serious threat to established consumer packaged goods (CPG) players.
Why Mondelez Is Taking Aldi to Court
According to court filings, Mondelez alleges that Aldi’s packaging for store-brand cookies is “blatantly deceptive” and “likely to confuse consumers” by mimicking iconic design elements of Oreo, Chips Ahoy, and five other Mondelez-owned products.
The suit seeks an injunction to halt Aldi’s sales of the disputed products and demands financial damages. Mondelez argues that Aldi’s tactics not only mislead consumers but also risk damaging the brand equity it has built over decades.
The Private Label Surge: What’s Behind It?
This lawsuit isn’t happening in a vacuum. Private label sales rose 3.9% in 2024, outpacing the 1% growth of national brands, according to the Private Label Manufacturers Association (PLMA). And that gap is expected to grow.
A March 2025 CivicScience survey revealed that 58% of consumers had increased their purchases of store-brand products in an effort to manage household budgets. For retailers like Aldi—known for their deep focus on price—this shift presents a clear advantage.
The quality gap between private and national brands has narrowed significantly, thanks to retailers investing in product development, packaging design, and branding sophistication.
What the Lawsuit Signals for CPG Brands
For global CPG companies, the suit may mark a turning point. Whether it’s a defensive maneuver or a broader signal to retailers, the message is clear: National brands are prepared to fight harder to protect their visual identity, brand value, and market share.
“Mondelez suing Aldi could trigger a wave of similar litigation,” says one U.S. IP attorney specializing in retail packaging. “There’s growing tension between how far private label branding can go before it becomes legally questionable.”
This isn’t just about cookies—it’s about what happens when the lines between national and private brands become too blurred for consumers to notice.
Can Packaging Really Tip the Scales?
Packaging has always been more than aesthetic—it’s a key retail weapon. In-store, milliseconds of consumer attention can determine what ends up in the basket. If a private label package evokes a name brand closely enough to create “familiarity,” it can influence choice even without deception.
Retailers are aware of this, and many have leaned into “national brand equivalent” design strategies. But when familiarity turns into confusion, CPG brands may seek to push back—legally and publicly.
The Bigger Picture: Retailer vs Brand Dynamics
This case underscores a deeper friction between global brands and the retailers that distribute them. Aldi’s private label success is mirrored across the sector—from Target’s Good & Gather to Lidl’s own-brand ecosystem.
As economic pressure continues to steer shoppers toward value, national brands are under dual pressure: defend their IP and justify their premium.
With private label margins benefiting retailers directly, expect this dynamic to grow more competitive, and perhaps more litigious.
What Comes Next: Industry Reactions and Risks
Whether Mondelez’s lawsuit succeeds on legal grounds, it already highlights a key trend: brands are feeling boxed in. The implications go beyond Aldi and Mondelez—this could become a precedent-setting case influencing how retailers approach packaging design and product branding.
For supermarket executives, category buyers, and brand managers, the message is simple:
Private label is no longer a follower. It’s a competitor—and the gloves are coming off.
