J.M. Smucker, the Ohio-based manufacturer known for its popular Smucker’s Uncrustables sandwiches, has filed a lawsuit against Trader Joe’s alleging trademark infringement. The suit claims that Trader Joe’s packaging closely resembles that of Smucker’s Uncrustables, potentially causing consumer confusion. Now Trader Joe’s is being sued. Except Joy’d’s blue lettering on their packaging is apparently too close to that same hue used on the side of Uncrustables boxes.
The crux of the lawsuit is a pack of four Uncrustables sandwiches. These sandwiches are priced at an average of $4.79 at large retailers like Target. To hear J.M. Smucker tell it, the shape, appearance and package design of its Uncrustables are nearly identical to Trader Joe’s. This shared likeness makes them uneasy. This picture of Smucker’s Uncrustables went viral on October 15, 2025. What it revealed was the highly recognizable branding that J.M. Smucker currently, and very passionately, defends.
Legal expert Geoffrey Lottenberg, head of the intellectual property division at law firm Berger Singerman. In fact, he characterized this case as a “relatively straightforward” case on the merits. As to branding, he said the key will be if J.M. Smucker can show clear brand territorial rights.
“The key to this case is Smucker’s proving that it has strong brand rights, and that consumers are likely to be confused into believing the Trader Joe’s sandwiches are affiliated with Smucker’s.” – Geoffrey Lottenberg
This lawsuit is based in long-established trademark law, which is meant to keep brands’ identifiable branding from being copied. In response, a representative for J.M. Smucker stressed their willingness to oversee the marketplace to protect their trademarks.
“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,” – a representative for J.M. Smucker
Our member representative further articulated the cause of action as outlined in the lawsuit. Their overriding motivation is to remove any potential for consumer confusion.
“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,” – a representative for J.M. Smucker
J.M Smucker is no doubt directly targeting Trader Joe’s with this lawsuit. Don’t forget, dozens of other premade frozen PB&Js are still on grocery store shelves. Even if it gets tossed out, this suit underscores how critical brand identity and consumer perception can be in today’s highly competitive food economy.
In the case, still in its infancy, defenses from Trader Joe’s have not yet been filed. A spokesperson for Trader Joe’s did not respond to an immediate request for comment about the allegations.
“The case is early and defenses have yet to be lodged, so it is unknown what unique issues of the law may arise.” – Geoffrey Lottenberg
