Jar Wars Episode II

In 2023, $22.4-billion-worth American-Dutch coffee giant Jacobs Douwe Egberts, maker of Moccona coffee, filed a lawsuit against one of Australia’s oldest independent coffee companies, Vittoria Coffee, alleging that Vittoria’s 400-gram jar has been designed to look like Moccona’s own trademarked shape in order to lure unsuspecting consumers to buy Vittoria thinking they are getting Moccona. A judge recently ruled in favor of Vittoria, stating that any sensible consumer would not be “perplexed, mixed up, caused to wonder, or left in doubt” of what product they are purchasing.