Smucker Hits Startup With Uncrustable Trademark, Defamation Suit

J.M. Smucker Co. accused a startup of false advertising, trademark dilution, and disparagement for holding its products out as healthier versions of Smucker’s “Uncrustables.”

Chubby Snacks Inc. has “waged a relentless assault on the fame and goodwill” of its brand of sealed, crustless sandwiches, Smucker’s Monday complaint in the US District Court for the Northern District of Ohio said. The food and beverage giant accused Chubby Snacks of referencing Smucker’s fame as a “shortcut to describe” its offerings by using its name and trade dress while making false and disparaging claims.

Chubby Snacks was founded in 2020 in San Diego, ...