Aldi is facing a significant legal challenge that could affect its long-standing private-label strategy.
Global snack giant Mondelez, the company behind Oreo biscuits and Ritz crackers, has launched legal proceedings against Aldi’s US arm. The lawsuit accuses the discount retailer of selling own-brand snacks that closely resemble Mondelez’s products, both in appearance and packaging.
At the heart of the case are allegations that Aldi’s private-label goods use packaging designs that could mislead customers by mimicking the colours, layout, and overall presentation of popular Mondelez items. Mondelez claims this similarity could harm its brand reputation and confuse shoppers into thinking they are buying genuine products.
Visual comparisons submitted to the court show how Aldi’s chocolate sandwich biscuits and crackers mirror the look of Oreo and Ritz. Both biscuit types use similar colour schemes and packaging styles. Aldi’s chocolate biscuits come in a blue wrapper with familiar cookie placement, while its savoury crackers are packaged in red boxes with design features that resemble Ritz.
Mondelez states it had raised concerns with Aldi multiple times. Although Aldi made some adjustments or removed certain products, several others that closely resemble Mondelez designs reportedly remain on sale.
Aldi has not made a public statement regarding the legal claim. The case could have wider implications for retailers that rely heavily on private-label goods that echo market-leading brands.
The German-founded supermarket, which operates more than 2,500 stores across 39 US states and around 600 in Australia, has built its reputation on offering low-cost alternatives to well-known branded items. A large portion of its product range consists of in-house labels, many of which are designed to compete visually and functionally with big-name competitors.
This is not the first time Aldi has faced legal scrutiny over its product packaging. In 2023, the company was taken to court in Australia over children’s snack products. The court ruled that Aldi’s Mamia-branded puff snacks had copied key elements of the Baby Bellies range, breaching copyright laws. The decision was supported by internal communications from Aldi that acknowledged the resemblance.
Despite that outcome, Aldi was not found liable in every claim within the same case. It successfully defended itself against allegations concerning other products, including rice cakes, and has appealed parts of the ruling.
Aldi has also been involved in other high-profile legal battles concerning packaging and product design. In Australia, the retailer won a 2018 appeal against Moroccanoil Israel after being accused of copying the branding of its haircare products. Similarly, in the UK, Aldi came out on top in a case involving cider maker Thatchers, which had alleged Aldi’s bottle design infringed on its intellectual property.
The latest dispute with Mondelez brings renewed attention to the fine line retailers must walk when creating affordable alternatives that resemble established products. While private-label brands allow supermarkets to offer customers more competitive prices, they also raise legal and ethical questions around design imitation and brand identity.
For Aldi, a retailer known for aggressively undercutting traditional supermarkets through minimalist stores and own-brand ranges, the outcome of this case could influence how it approaches future product development. If the court rules in favour of Mondelez, Aldi may be forced to rethink how closely its packaging can resemble that of premium brands without inviting legal action.
As consumers continue to search for value, especially during periods of economic uncertainty, the battle between brand loyalty and budget alternatives is likely to intensify. The court’s decision may not only affect Aldi but also set a precedent for other retailers navigating similar strategies across global markets.
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