Fenerbahçe's new sponsor Chobani is in litigation with Danone

Chobani, one of the largest yogurt and dairy product manufacturers in the US, has been sued by one of its biggest competitors, Danone.

According to a report in Dünya, the black-and-yellow packaging design and the "Bright & Mellow" slogan are alleged to violate Danone's intellectual property rights. The company is seeking an injunction from the court to prevent the use of these designs and is also seeking monetary compensation for all revenue generated from the sale of the products in question.

Paris-based Danone argued that Chobani had “knowingly, systematically and calculatedly” violated competition rules, adding that “Chobani’s actions are aimed at exploiting Danone’s reputation in the market.”

THEY HAVE BEEN SUED BEFORE

This isn't the first time these two giant companies have clashed. In 2016, Danone won a lawsuit against Chobani, claiming its "Simply 100" yogurt ad implied that its "Light and Fit" product contained chlorine. However, in 2019, a lawsuit filed against Danone over Chobani's claim of "33% less sugar" in its children's yogurt line was ultimately ruled against.

In the latest lawsuit, Danone claimed it began using the slogan in question in January 2021, when Starbucks and La Colombe were independent, and therefore held the right to use it. The company also alleged that Chobani made deliberate changes to the packaging and product description after its $900 million acquisition of La Colombe in 2023. Danone also considered changing the roast level of the product from "medium" to "light" to be a factor.

Danone argued that Chobani follows a similar strategy not only in its coffee products but also in its yogurt line, noting that Chobani's high-protein yogurts use similar colors, fonts and graphics to Danone's Oikos brand.

Chobani has not yet issued an official statement in response to Danone's accusations.

Source: Dunya Newspaper