Uncrustables have long been a mealtime hero, easy to pack, easy to eat and entirely crust-free. Their iconic round shape with crimped edges is instantly recognizable to parents and kids, making them a staple in homes, schools and even NFL facilities.
Now, the maker of these frozen peanut butter and jelly sandwiches, J.M. Smucker Company, is taking legal action against grocery chain Trader Joe’s, claiming its new crustless sandwiches are an “obvious copycat.”
The sticky situation
On Oct. 13, Smucker’s filed a lawsuit in federal court, alleging that Trader Joe’s crustless sandwich versions infringe on its trademarks. The filing in the U.S. District Court for the Northern District of Ohio accuses the grocery chain of infringement, trademark dilution, unfair competition, false designation of origin and deceptive trade practices.
According to the court documents, Smucker’s claims Trader Joe’s peanut butter and jelly filled sandwiches mimic the distinctive shape, packaging and colors of Uncrustables boxes, an “obvious attempt to trade off of the fame and recognition of the Uncrustables Design Marks.”
Smucker’s noted in the filing that Uncrustables has grown into a nearly $1 billion brand, producing more than 1.5 billion sandwiches annually across three U.S. facilities. The company argues that Trader Joe’s similar packaging and shape have allegedly caused consumer confusion, with some shoppers mistakenly thinking the crustless sandwiches are actual Uncrustables.
One TikToker commented in a review video, “They’re probably made in the same factory as actual Uncrustables,” which was then cited in the lawsuit filings by Smucker’s.
What Smucker’s wants
The lawsuit seeks more than just acknowledgment of trademark infringement. Smucker’s is requesting that Trader Joe’s turn over all crustless sandwiches and related marketing materials for disposal, as well as account for all profits earned from their sales.
In a statement to CBS News, Smucker’s emphasized the company’s commitment to protecting its brand:
“As a responsible trademark owner, we actively monitor the marketplace and enforce our federally registered trademarks to protect the distinctive Uncrustables sandwich design and round shape. Our focus is solely on protecting the unique trademarked design that represents the high quality associated with the Uncrustables brand and preventing consumer confusion caused by imitation.”
Trader Joe’s has not yet responded to the lawsuit.
