Court Lets Smucker's Dilution Claim Against Trader Joe's Proceed

U.S. District Judge John R. Adams ruled on August 28, 2026, that J.M. Smucker may pursue its federal trademark dilution claim against Trader Joe's. The suit alleges Trader Joe's copied the round, crimped-edge design of Uncrustables frozen sandwiches with its own "squircle" product.

Smucker sued in October 2025, claiming infringement, unfair competition, and dilution based on the distinctive packaging and product shape. Trader Joe's sought dismissal of the dilution count, arguing insufficient fame, and requested transfer to California. The court rejected both requests, finding Smucker alleged plausible facts for fame and dilution.

The decision allows the case to advance on the dilution theory while preserving other claims. It highlights ongoing disputes over trade dress protection for food product designs in the retail sector.

The ruling comes amid broader litigation between the companies over sandwich similarities.