A trademark dispute between J.M. Smucker Co. and Trader Joe’s over the appearance of frozen peanut butter and jelly sandwiches is moving forward after a U.S. federal judge rejected Trader Joe’s request to dismiss the case.
The lawsuit, filed by Smucker in 2025, centers on Trader Joe’s Crustless Peanut Butter & Strawberry Jam Sandwiches, which Smucker alleges closely resemble its well-known Uncrustables products in both product design and packaging.
The battle over the “squircle”
At the heart of the dispute is the shape of the sandwiches.
Smucker argues that Trader Joe’s product copies key visual characteristics associated with Uncrustables, including a rounded shape and crimped edges. Trader Joe’s, however, describes its sandwiches as “squircles” — square shapes with rounded corners — and argues that the crimped edges serve a practical purpose by keeping the filling inside.
Trader Joe’s has also argued that Smucker should not be able to claim exclusive rights over functional characteristics of a sandwich.
Packaging becomes part of the dispute
The disagreement extends beyond the physical product. Smucker has also challenged elements of Trader Joe’s packaging, arguing that its visual treatment and imagery are sufficiently similar to Uncrustables packaging to create concerns over brand identity and consumer association.
Trader Joe’s previously argued that the Uncrustables design does not have the level of fame required for certain federal trademark protections, comparing the concept of famous trademarks with highly recognizable symbols such as the Nike swoosh or McDonald’s golden arches.
Court allows the case to proceed
U.S. District Judge John Adams ruled that Smucker had presented sufficient allegations for its trademark dilution claim to continue. The court noted Smucker’s significant investment in building and protecting the Uncrustables brand over roughly two decades and found that the company had sufficiently alleged consumer recognition of the disputed design elements.
The judge also rejected Trader Joe’s request to transfer the case to California, meaning the litigation will continue in federal court in Ohio.
Why the case matters to packaging
The dispute highlights an increasingly important issue for the consumer-packaged goods industry: where does inspiration end and infringement begin?
Packaging and product form can become powerful brand assets when consumers begin associating distinctive visual elements with a particular company. At the same time, companies must distinguish between features that function as brand identifiers and those that are necessary for a product to work.
The case could therefore have implications beyond frozen sandwiches, particularly for private-label products, packaging design, trade dress and brand protection.
Smucker is seeking monetary relief as well as an order requiring the disputed products and packaging to be surrendered for destruction. The case will now proceed, with further proceedings expected to examine the distinctiveness and consumer recognition of the Uncrustables design.