Why is ALDI getting sued over ‘lookalikes’?

If you’ve ever wandered the aisles of ALDI, you’ve probably had a moment of déjà vu. That chocolate biscuit looks suspiciously like an Oreo, and those round crackers? 

Well, they’re not Ritz, but you’d be forgiven for thinking so at first glance. ALDI’s knack for offering familiar-looking snacks at wallet-friendly prices has long been a drawcard for budget-conscious Aussies. 

But now, this very strategy has landed the supermarket giant in hot water—again. 

Big brands bite back

The latest legal drama comes courtesy of snack behemoth Mondelez, the company behind household names like Oreos and Ritz crackers. 

Mondelez has launched a lawsuit against ALDI’s US operations, accusing the discount retailer of selling ‘blatant copies’ of its iconic biscuits. 

The crux of the case? ALDI’s private-label products allegedly sport ‘confusingly similar packaging’ that could mislead shoppers and tarnish Mondelez’s hard-earned reputation.

The legal documents don’t mince words. Side-by-side photos submitted to the court show ALDI’s chocolate sandwich cookies in blue packaging, arranged in a way that’s eerily reminiscent of Oreos. 

The same goes for ALDI’s Golden Round crackers, which come in red boxes with blue and yellow accents, just like Ritz. 

Mondelez claims it has repeatedly warned ALDI about these lookalikes, and while the supermarket has tweaked or pulled some packaging, others remain stubbornly on the shelves.

Mondelez isn’t just asking for a slap on the wrist. The company wants a court order to stop ALDI from selling the offending products and is seeking monetary damages for good measure.

ALDI’s history of legal run-ins

This isn’t ALDI’s first rodeo when it comes to packaging disputes. The German-founded chain, which boasts more than 2500 stores in the US and 600 in Australia, is no stranger to the courtroom. 

ALDI’s business model relies heavily on in-house brands that often bear a striking resemblance to big-name products—a strategy that keeps prices low but sometimes ruffles corporate feathers.

In Australia, ALDI was found to have crossed the line in 2023 when a court ruled that its Mamia puff snacks for children too closely mimicked the design of Baby Bellies, a popular kids’ snack brand. 

Internal emails revealed ALDI staff were aware of the similarities, which didn’t help their case. However, ALDI successfully defended itself against other claims involving rice cakes and is currently appealing the Baby Bellies decision.

It’s not just snack foods, either. In 2018, ALDI won an appeal against Moroccanoil Israel, which had accused the supermarket of copying its distinctive haircare packaging. 

And in the UK, a cider brand called Thatchers lost a similar case over bottle design.

Why does this keep happening?

ALDI’s approach is simple: offer shoppers products that look and taste like the big brands, but at a fraction of the price. For many, it’s a win-win. 

But for the original manufacturers, it’s a headache. The legal line between ‘inspired by’ and ‘copycat’ is notoriously blurry, and courts around the world have reached different conclusions depending on the specifics of each case.

For ALDI, the risk of legal action is just part of doing business. The supermarket often tweaks its packaging or product names in response to complaints, but as this latest lawsuit shows, the battle is far from over.

Credit: ABC 7 Chicago / YouTube

What does this mean for shoppers?

So, should you be worried that your favourite ALDI snacks might disappear from the shelves? Not just yet. 

Legal cases like this can drag on for months, if not years, and often end in quiet settlements or minor packaging changes rather than dramatic product withdrawals.

Still, it’s a reminder that the bargains we love sometimes come with a side of controversy. For those of us who enjoy a good dupe, ALDI’s legal tussles are almost a badge of honour—proof that their lookalikes are just a little too close for comfort.

The bigger picture: Imitation or innovation?

This isn’t just about biscuits and crackers. The ALDI case taps into a broader debate about competition, consumer choice, and the fine art of imitation. 

Are lookalike products a clever way to keep prices down and big brands honest? Or do they cross the line into unfair competition and consumer confusion?

For older Australians, many of whom are watching their budgets more closely than ever, ALDI’s affordable alternatives are a lifeline. 

However, as these legal battles show, the supermarket’s cost-cutting tactics can sometimes land it in hot water.

Have your say

Have you ever picked up an ALDI product and done a double-take at the packaging? Do you think lookalike products are a harmless way to save money, or do they go too far? We’d love to hear your thoughts and experiences—share your stories in the comments below!

Also read: ALDI’s 600th store opening could change the way you shop!