Mondelēz claims Aldi’s lookalike packaging deceives shoppers and damages the prestige of Oreo, Ritz, and other famous snacks.

A bitter legal feud has erupted in the United States between global snack giant Mondelēz International and discount supermarket chain Aldi. At the heart of the battle: biscuit boxes.

Mondelēz, the maker of Oreo, has filed a lawsuit against Aldi USA, accusing it of deliberately mimicking the packaging of its iconic snacks to confuse consumers and capitalise on the reputation of established brands. The court documents, filed in May, accuse Aldi of “blatantly” copying the visual presentation of products like Oreo, Ritz, Chips Ahoy!, Wheat Thins and Nutter Butter.

The lawsuit alleges that Aldi’s private-label items are packaged to “ride the coattails” of Mondelēz’s longstanding popularity and to unfairly profit from customer recognition. The snack giant included side-by-side product photos in its submission to highlight the visual similarities between its packaging and Aldi’s store-brand versions.

“Aldi’s strategy hinges on low-priced private label products that resemble the look and feel of well-known brands,” the lawsuit claims. “This deceptive conduct irreparably harms Mondelēz’s reputation and its ability to distinguish its products in the marketplace.”

Mondelēz claims it previously raised its concerns with Aldi, asking the retailer to change the designs of several items. While Aldi reportedly altered or discontinued some packaging, the supermarket continued to produce what Mondelēz describes as “unacceptable copies” of its products. The company is now seeking damages and an injunction to stop Aldi from selling the alleged lookalikes.

This is not the first time Aldi has found itself in hot water over brand imitation. In an earlier UK case this year, the supermarket lost a legal battle against Thatchers cider, which accused Aldi of replicating the taste and appearance of its drink.

Despite being headquartered in Germany, Aldi has a vast footprint in the US, operating over 2,500 stores nationwide. It is renowned for offering low-cost versions of popular food products, often under private-label branding. However, that strategy is now under intense scrutiny in American courts.

Aldi USA has not issued a public response to the BBC’s request for comment. Aldi UK, meanwhile, was quick to distance itself from the dispute, stressing that although both branches share ownership, they “operate as completely separate businesses.”

This legal action comes amid rising tensions in the global retail sector, where premium brands increasingly find their identities under threat from supermarket generics. For Mondelēz, whose roots trace back to the former Kraft Foods, protecting its intellectual property is critical—not just for Oreo, but for the global prestige and trust attached to its entire snack portfolio.

Trademark infringement, unfair competition, and unjust enrichment are among the charges brought forward. If Mondelēz succeeds, the lawsuit could set a major precedent for how far discount retailers can go in mimicking brand aesthetics to win customer loyalty.

For now, the visual battle of the biscuits rages on. Whether the courts find Aldi’s packaging too close for comfort will determine if those budget treats can keep flying off shelves—or if Aldi will have to go back to the design board.