Danone has sued Chobani in a New York federal court, accusing its rival of copying Stōk cold brew coffee’s “Bright & Mellow” slogan, yellow-and-black packaging, and product labels. The complaint, filed in the U.S. District Court for the Southern District of New York, centers on trademark disputes in beverage branding.
Danone claims Chobani’s La Colombe brand changed its label from “Bright & Flavorful” to “Bright & Mellow” after Chobani bought the coffee company for $900 million in 2023. La Colombe also switched its roast description to “light” from “medium,” aligning with Stōk’s product.
The lawsuit argues the packaging’s black-and-yellow color scheme looks “strikingly similar” to Stōk’s design. Danone called the actions a “knowing, calculated, and systematic” effort to imitate its branding. It seeks financial damages—including triple damages—and an injunction to halt sales of the La Colombe product, claiming confusion could cause “severe and irreparable harm.”
Chobani hadn’t publicly responded to the allegations as of the latest reports. This isn’t the initial clash between the yogurt giants. Danone has sued Chobani at least four times since 2012 over issues ranging from false advertising to trademark fights, though some cases had mixed results. A 2016 ruling forced Chobani to remove ads implying competitors’ products contained sucralose sweeteners, while a 2019 case over children’s yogurt sugar claims went in Chobani’s favor.
The latest lawsuit reflects their expanding rivalry into the competitive ready-to-drink cold brew market. Both Stōk and La Colombe products are sold at major retailers like Target and Walmart. Danone launched “Bright & Mellow” in 2021 to differentiate Stōk from rivals like Starbucks. Internal focus group research by Danone revealed mixed reactions when developing the name, with some participants stating “bright” was unappealing and unclear in conveying taste expectations. Chobani’s acquisition of La Colombe signaled its push into beverages beyond yogurt. After the purchase, La Colombe altered its labels to mirror Stōk’s font style, layout, and color palette—changes Danone calls deliberate mimicry.
The case highlights how aggressively companies guard branding in crowded markets. Cold brew sales have surged in recent years, raising stakes for distinct packaging and slogans. With no resolution yet, the lawsuit underscores the ongoing battle between two food industry titans branching into new territory—with intellectual property disputes heating up alongside their products.
