Danone Takes Legal Action Against Chobani Over Coffee Branding

Danone, a leading French food company, has filed a lawsuit in New York against Chobani, accusing the American dairy group of copying the packaging and slogan of Danone's Stok cold-brew coffee. Danone alleges that Chobani's La Colombe coffee uses a "strikingly similar" packaging and the "Bright & Mellow" slogan, which Danone adopted in January 2021 to distinguish itself from competitors like Starbucks.

The legal filing claims that Chobani’s actions are "knowing, calculated, and systematic," suggesting that the US company is attempting to free ride on Danone’s established reputation. This issue arose after Chobani acquired La Colombe in December 2023 for $900 million and replaced its "Bright & Flavorful" slogan with "Bright & Mellow."

Danone seeks a court injunction to prevent further use of the contested slogan and demands monetary damages from Chobani, alleging consumer confusion influenced by the similar branding. Chobani, however, did not respond to requests for comment on the matter.

This legal friction isn't unprecedented, as Danone has sued Chobani twice before over advertising claims. The stakes are high, with the lawsuit emphasizing potential consumer deception in retail chains like Kroger, Target, and Walmart.