The peanut butter and jelly sandwich has remained a staple of school lunches, but its transformation into a branded product has ignited a legal dispute over trademark rights. At the center of this conflict is Smuckers, the manufacturer of the UNCRUSTABLES line of crustless sandwiches, and Trader Joe’s, which recently introduced a similar product. The case underscores the intricacies of trademark law, particularly the difficulties in establishing consumer confusion and safeguarding product designs.
Smuckers’ UNCRUSTABLES line, launched in 1996, is distinguished by its unique round, crustless shape with crimped edges and a specific packaging style. The company has secured a comprehensive intellectual property portfolio, including federal trademark registrations for the name, logo, and trade dress. Trade dress, a form of trademark protection, encompasses the overall appearance of a product, including its shape, packaging, and design elements. Under U.S. law, trade dress must be both non-functional and distinctive to qualify for protection.
The legal standard for trade dress is rigorous. Courts demand evidence that the design has acquired secondary meaning - meaning consumers link it to a specific source. Smuckers demonstrated this through years of marketing, sales data, and media exposure, obtaining a federal trademark registration in 2002. However, enforcing these rights in practice presents new challenges.
In 2025, Smuckers initiated a lawsuit against Trader Joe’s, alleging that its crustless peanut butter and strawberry jam sandwich infringes on Smuckers’ trade dress. While Trader Joe’s did not use the UNCRUSTABLES trademark, its product’s design - round, crimped, and featuring a bite-marked image - closely resembles Smuckers’ branding. The lawsuit centers on whether consumers are likely to confuse the two products, a criterion that remains difficult to substantiate.
Trademark law often seeks to balance brand protection with consumer choice. Companies must navigate the delicate balance between preserving their identity and avoiding undue restrictions on competition. For Smuckers, the case represents a test of its long-term investment in a product that has transcended its role as a snack to become a cultural symbol. The outcome could influence how trade dress is interpreted in future disputes, emphasizing the need for proactive trademark monitoring and clear brand differentiation.
IP Defender tracks national trademark databases to identify conflicts and infringements, assisting businesses like Smuckers in addressing potential threats. By monitoring registrations in over 50 countries, including the EU, USA, and Australia, the service enables brands to respond swiftly to disputes. This level of vigilance is essential for mitigating risks associated with conflicting or confusable registrations that could escalate into costly legal battles.
The case highlights the potential for even the most straightforward products to become focal points in intellectual property disputes. For businesses, protecting brand identity requires more than legal strategy - it demands a nuanced understanding of how consumers perceive and engage with their offerings.