Trader Joe’s Gets Grilled Over Crustless Sandwiches in Smucker's Lawsuit
Trader Joe’s is facing legal heat after Smucker’s filed a lawsuit accusing the grocery chain of copying the design and packaging of its bestselling Uncrustables. The federal complaint, filed in Ohio by The J.M. Smucker Company, alleges that Trader Joe’s private-label crustless peanut butter and jelly sandwiches infringe on Smucker’s longstanding trademarks tied to Uncrustables, a product line that generates more than $650 million a year and has become a staple in the grab-and-go snack category.
According to Reuters, Smucker’s claims Trader Joe’s version mimics several signature features that define Uncrustables: a round, sealed sandwich shape with crimped edges and a clean, crustless cut meant to appeal to both kids and adults looking for a nostalgic lunchbox-style bite. The lawsuit also points to visual similarities in packaging, specifically calling out what Smucker’s describes as a “confusingly similar” color palette and “bite-out” imagery that echoes the playful branding used on Uncrustables boxes, Reuters reports. By leaning into the same visual cues, the complaint argues, Trader Joe’s is attempting to benefit from the decades of brand recognition Smucker’s has built.
The move signals just how protective Smucker’s is of its peanut butter–and-jelly empire. Uncrustables have been on the market since 1995 and hold a dominant position in the frozen sandwich space, with Smucker’s previously defending its trademarks aggressively against competitors. In this case, Smucker’s isn't just asking for damages, it wants Trader Joe’s to stop selling the product entirely, destroy existing inventory, and scrub all packaging it claims infringes on its intellectual property. For a retailer known for quirky product riffs and house-brand spins on national favorites, this marks a rare moment when Trader Joe’s private-label strategy is being challenged head-on in court.
The lawsuit arrives at a moment when Trader Joe’s remains one of the most closely watched brands in the grocery world, with fans often praising it for creating clever versions of iconic snacks at lower price points. But this time, that same innovation playbook is what put the chain in the crosshairs. Smucker’s argues that Trader Joe’s has gone beyond inspiration and into imitation, presenting its sandwiches in a way that could cause consumers to assume a connection between the two brands, or worse, confuse the identity Smucker’s has established with Uncrustables.
Smucker’s points to specific design elements it says define its visual identity: the circular sandwich silhouette, the sealed edge that resembles a pastry crimp, and promotional imagery that often features a stylized, partially bitten sandwich. Trader Joe’s new product, while unbranded in the same commercial way, appears to adopt nearly all of those cues, framing itself as a crustless, sealed peanut butter and jelly snack intended for quick, on-the-go eating. The lawsuit argues that these choices aren’t coincidental but calculated, designed to evoke the look and feel of Uncrustables without carrying the Smucker’s name.
Trader Joe’s has not issued a statement or public response. The retailer is known for rarely engaging in public legal disputes, opting instead to quietly reformulate or rename products when intellectual property challenges arise. Whether that approach applies here remains to be seen, but given Uncrustables’ dominance and the specificity of the trademark claims, this case may unfold differently than past quiet product retirements or package tweaks.
For now, the legal filing marks a surprising escalation in what many consumers might have initially brushed off as just another lookalike grocery item. Smucker’s, however, clearly sees it differently. To the company, Uncrustables aren’t just a nostalgic snack but a protected asset with a brand identity it intends to defend. And if Trader Joe’s wants to stay in the crustless sandwich game, it may have to do it without leaning so closely into the shape, packaging, and playful language that made Uncrustables a household name.