Fenerbahçe sponsor Chobani sued by Danone

US-based dairy company Chobani, which signed an agreement yesterday with Fenerbahçe Sports Club for stadium naming rights and jersey sponsorship for European matches, has made headlines due to a lawsuit filed by the France-based global food producer Danone. Danone claims that its competitor has used its packaging design and slogans without authorization in products introduced to the cold brew coffee market.

Danone, one of the biggest competitors of Chobani, one of the leading US dairy producers, has filed a lawsuit on the grounds of intellectual property infringement.

According to information reported by Dünya newspaper, Danone argues that Chobani's black-and-yellow packaging design and the slogan “Bright & Mellow” violate its proprietary rights. The company has filed for a preliminary injunction to stop the use of this packaging and slogan. At the same time, it is seeking financial compensation for the revenue generated from the products sold.

In a statement regarding the lawsuit from Danone's Paris-based headquarters, the following was stated: “Chobani’s actions are intended to capitalize on Danone’s reputation in the market.” The company argued that Chobani took these steps “knowingly, systematically, and calculatedly.”

THIS IS NOT THEIR FIRST ENCOUNTER

The legal battle between Danone and Chobani is not new. The two giant firms have faced each other before. In 2016, Danone filed a lawsuit alleging that Chobani’s “Simply 100” yogurt advertisement targeted its own product, “Light and Fit,” and the court ruled in favor of Danone in that case. However, in 2019, Chobani was cleared in a lawsuit filed over the “33% less sugar” claim used in its yogurt products for children.

In the latest lawsuit, Danone claimed that it has been using the “Bright & Mellow” slogan since January 2021 and that all intellectual property rights therefore belong to them. The company also alleged that Chobani intentionally changed its packaging and promotional strategy through the La Colombe brand following its $900 million acquisition of the company in 2023. According to Danone, changing the roast level of the products from “medium” to “light” is also part of this deliberate change process.

These allegations, which are not limited to coffee products, also cover the yogurt sector. Danone stated that the color, font, and graphic language used by Chobani in its high-protein yogurts resemble its Oikos brand, asserting that the marketing strategy violates competition rules.

On the other hand, Chobani has not yet made an official statement regarding these accusations.

News Source: 12punto