As consumers, we encounter countless daily products, from groceries to clothing to electronics.

Some of these products are forgettable, while others leave a lasting impression on us. Often, it's the defining characteristics of a product that make it memorable.

This ‘thing’ could be a logo, a tagline, a funny cartoon character, a jingle, or even something as simple as a design.

Either way, they often share the goal of making the consumer’s experience with the product as unique and memorable as possible.

This is why the age-old rivalry between recognised coffee brands Moccona and Vittoria has been intense lately.

It was reported that Moccona, owned by Dutch-American giant Jacobs Douwe Egberts (JDE), and homegrown Vittoria Coffee has gone head to head in court.

But what is this dispute all about?

In February 2023, Dutch-American giant Jacobs Douwe Egberts (JDE), who own Moccona, launched Federal Court proceedings against homegrown company Vittoria, claiming it has engaged in misleading and deceptive conduct over the use of a ‘similar’ flat-top glass jar for their coffee.

A side-by-side comparison of the jars of Vittoria (left) and Moccona (right). Credit: Vittoria/Jacobs Douwe Egberts.

The shape of Moccona’s jars is trademarked and according to its parent, JDE, it is also iconic.
JDE’s Ross Tillman stated in court that the jar is a visual cue that customers use to select their product.

Vittoria also sells a 400g glass jar product that JDE argue is so ‘similar’ in shape to the Moccona jar that it could potentially ‘mislead a number of ordinary and reasonable consumers’ into ‘believing the infringing products emanate from [JDE] or are otherwise connected, associated or affiliated with [JDE] and their premium coffee products.’

It’s not hard to see why. To the average consumer, both jars appear relatively similar in shape and could be easily confused.

But with closer examination, is there a distinct difference in branding that could help customers tell them apart?

It was also reported that JDE had experienced a decrease in sales since Vittoria started placing more of their products on supermarket shelves.

Vittoria, a company founded by brothers Orazio and Carmelo in 1947 that started roasting coffee in Sydney 65 years ago, fiercely responded to JDE's trademark infringement claims.

According to reports, Vittoria CEO Les Schirato stated that his company's reputation is so established that they do not need to capitalise on Moccona's brand recognition.

‘You don't get Moccona served in cafes, restaurants, and five-star hotels. So for me, the issue of passing off or trying to attempt to pass off on their reputation is not something we would ever want,’ Schirato remarked.

However, the two coffee brands in supermarkets seem to target similar customers, at least in price. As of April 27, an online search showed Vittoria's 400g jars of freeze-dried instant coffee retailing at $24 (discounted by $8) compared to several Moccona varieties for sale in 400g jars for $28.

Schirato also pointed out that the labels on the respective jars clearly indicate which coffee is contained within.

In response, Vittoria has filed a counterclaim stating that JDE's trademark for the Moccona jar is invalid and should be cancelled.

Additionally, Vittoria's statement of claims alleges that the Moccona jar is functional and ‘does not distinguish the designated goods or services’.

Key Takeaways

• Coffee brands Moccona and Vittoria are involved in a trademark infringement dispute concerning the similarity between their flat-top glass jars.
• Jacobs Douwe Egberts (JDE), who own Moccona, accuse Vittoria of misleading and deceptive conduct, arguing that their jar is so similar it could confuse customers.
• Vittoria counters that their branding is distinct enough to avoid confusion and that their company's reputation is well-established, so they have no need to capitalise on Moccona's brand recognition.
• In response, Vittoria has filed a counterclaim stating that JDE's trademark for the Moccona jar is invalid and should be cancelled.

So, the next time you're wandering down the supermarket aisle, take a moment to compare the jars for yourself and perhaps even conduct your taste test between these rival brands. Ultimately, the choice of coffee is a personal preference, and we hope you'll find your perfect match.

What do you think about this coffee jar controversy? Do you think Vittoria's jar looks too much like Moccona's? Or do you believe the two brands are distinct enough to avoid customer confusion?

Also, for those who are looking for budget-friendly coffee alternatives, we recommend checking out this product from Coles, which has just received a new major upgrade.

 

[Annna]

It's a battle over market share.

The Moccona corporation is saying it is losing buyers because buyers are confused by the Vittoria jar.

I think that people would likely read the labels when looking to buy coffee in the supermarket so I find the allegation that the so-called similar jar would confuse them leading to them choosing the Vittoria product instead of selecting the Moccona jar a bit of a reach.

 

[Jarred Santos]

View attachment 19989 Jar Jar!
Seriously, the two jars are nothing alike; if you don't believe me, try putting the lid of one on the body of the other. Also, the label of the Vittoria jar is quite labour-intensive to remove (but worth it!).

I was sincerely enjoying everyone taking the p*ss out of the two companies for squabbling over jars, and then I saw this thank you, thank you @Staffordshire Whippet I laughed so much over this like you wouldn't believe!

 

[Mangogelati]

Moccona must think consumers are stupid if we can’t tell the difference between the two jars. I’ve always bought Moccona coffee but when they started attacking Vittoria I purposely bought a jar of Vittoria coffee to support them. I won’t be buying Moccona again.

 

[Barbara V]

D

As consumers, we encounter countless daily products, from groceries to clothing to electronics.

Some of these products are forgettable, while others leave a lasting impression on us. Often, it's the defining characteristics of a product that make it memorable.

This ‘thing’ could be a logo, a tagline, a funny cartoon character, a jingle, or even something as simple as a design.

Either way, they often share the goal of making the consumer’s experience with the product as unique and memorable as possible.

This is why the age-old rivalry between recognised coffee brands Moccona and Vittoria has been intense lately.

It was reported that Moccona, owned by Dutch-American giant Jacobs Douwe Egberts (JDE), and homegrown Vittoria Coffee has gone head to head in court.

But what is this dispute all about?

In February 2023, Dutch-American giant Jacobs Douwe Egberts (JDE), who own Moccona, launched Federal Court proceedings against homegrown company Vittoria, claiming it has engaged in misleading and deceptive conduct over the use of a ‘similar’ flat-top glass jar for their coffee.

View attachment 18880

A side-by-side comparison of the jars of Vittoria (left) and Moccona (right). Credit: Vittoria/Jacobs Douwe Egberts.

The shape of Moccona’s jars is trademarked and according to its parent, JDE, it is also iconic.
JDE’s Ross Tillman stated in court that the jar is a visual cue that customers use to select their product.

Vittoria also sells a 400g glass jar product that JDE argue is so ‘similar’ in shape to the Moccona jar that it could potentially ‘mislead a number of ordinary and reasonable consumers’ into ‘believing the infringing products emanate from [JDE] or are otherwise connected, associated or affiliated with [JDE] and their premium coffee products.’

It’s not hard to see why. To the average consumer, both jars appear relatively similar in shape and could be easily confused.

But with closer examination, is there a distinct difference in branding that could help customers tell them apart?

It was also reported that JDE had experienced a decrease in sales since Vittoria started placing more of their products on supermarket shelves.

Vittoria, a company founded by brothers Orazio and Carmelo in 1947 that started roasting coffee in Sydney 65 years ago, fiercely responded to JDE's trademark infringement claims.

According to reports, Vittoria CEO Les Schirato stated that his company's reputation is so established that they do not need to capitalise on Moccona's brand recognition.

‘You don't get Moccona served in cafes, restaurants, and five-star hotels. So for me, the issue of passing off or trying to attempt to pass off on their reputation is not something we would ever want,’ Schirato remarked.

However, the two coffee brands in supermarkets seem to target similar customers, at least in price. As of April 27, an online search showed Vittoria's 400g jars of freeze-dried instant coffee retailing at $24 (discounted by $8) compared to several Moccona varieties for sale in 400g jars for $28.

Schirato also pointed out that the labels on the respective jars clearly indicate which coffee is contained within.

In response, Vittoria has filed a counterclaim stating that JDE's trademark for the Moccona jar is invalid and should be cancelled.

Additionally, Vittoria's statement of claims alleges that the Moccona jar is functional and ‘does not distinguish the designated goods or services’.

Key Takeaways

• Coffee brands Moccona and Vittoria are involved in a trademark infringement dispute concerning the similarity between their flat-top glass jars.
• Jacobs Douwe Egberts (JDE), who own Moccona, accuse Vittoria of misleading and deceptive conduct, arguing that their jar is so similar it could confuse customers.
• Vittoria counters that their branding is distinct enough to avoid confusion and that their company's reputation is well-established, so they have no need to capitalise on Moccona's brand recognition.
• In response, Vittoria has filed a counterclaim stating that JDE's trademark for the Moccona jar is invalid and should be cancelled.

So, the next time you're wandering down the supermarket aisle, take a moment to compare the jars for yourself and perhaps even conduct your taste test between these rival brands. Ultimately, the choice of coffee is a personal preference, and we hope you'll find your perfect match.

What do you think about this coffee jar controversy? Do you think Vittoria's jar looks too much like Moccona's? Or do you believe the two brands are distinct enough to avoid customer confusion?

Also, for those who are looking for budget-friendly coffee alternatives, we recommend checking out this product from Coles, which has just received a new major upgrade

 

[Barbara V]

As consumers, we encounter countless daily products, from groceries to clothing to electronics.

Some of these products are forgettable, while others leave a lasting impression on us. Often, it's the defining characteristics of a product that make it memorable.

This ‘thing’ could be a logo, a tagline, a funny cartoon character, a jingle, or even something as simple as a design.

Either way, they often share the goal of making the consumer’s experience with the product as unique and memorable as possible.

This is why the age-old rivalry between recognised coffee brands Moccona and Vittoria has been intense lately.

It was reported that Moccona, owned by Dutch-American giant Jacobs Douwe Egberts (JDE), and homegrown Vittoria Coffee has gone head to head in court.

But what is this dispute all about?

In February 2023, Dutch-American giant Jacobs Douwe Egberts (JDE), who own Moccona, launched Federal Court proceedings against homegrown company Vittoria, claiming it has engaged in misleading and deceptive conduct over the use of a ‘similar’ flat-top glass jar for their coffee.

View attachment 18880

A side-by-side comparison of the jars of Vittoria (left) and Moccona (right). Credit: Vittoria/Jacobs Douwe Egberts.

The shape of Moccona’s jars is trademarked and according to its parent, JDE, it is also iconic.
JDE’s Ross Tillman stated in court that the jar is a visual cue that customers use to select their product.

Vittoria also sells a 400g glass jar product that JDE argue is so ‘similar’ in shape to the Moccona jar that it could potentially ‘mislead a number of ordinary and reasonable consumers’ into ‘believing the infringing products emanate from [JDE] or are otherwise connected, associated or affiliated with [JDE] and their premium coffee products.’

It’s not hard to see why. To the average consumer, both jars appear relatively similar in shape and could be easily confused.

But with closer examination, is there a distinct difference in branding that could help customers tell them apart?

It was also reported that JDE had experienced a decrease in sales since Vittoria started placing more of their products on supermarket shelves.

Vittoria, a company founded by brothers Orazio and Carmelo in 1947 that started roasting coffee in Sydney 65 years ago, fiercely responded to JDE's trademark infringement claims.

According to reports, Vittoria CEO Les Schirato stated that his company's reputation is so established that they do not need to capitalise on Moccona's brand recognition.

‘You don't get Moccona served in cafes, restaurants, and five-star hotels. So for me, the issue of passing off or trying to attempt to pass off on their reputation is not something we would ever want,’ Schirato remarked.

However, the two coffee brands in supermarkets seem to target similar customers, at least in price. As of April 27, an online search showed Vittoria's 400g jars of freeze-dried instant coffee retailing at $24 (discounted by $8) compared to several Moccona varieties for sale in 400g jars for $28.

Schirato also pointed out that the labels on the respective jars clearly indicate which coffee is contained within.

In response, Vittoria has filed a counterclaim stating that JDE's trademark for the Moccona jar is invalid and should be cancelled.

Additionally, Vittoria's statement of claims alleges that the Moccona jar is functional and ‘does not distinguish the designated goods or services’.

Key Takeaways

• Coffee brands Moccona and Vittoria are involved in a trademark infringement dispute concerning the similarity between their flat-top glass jars.
• Jacobs Douwe Egberts (JDE), who own Moccona, accuse Vittoria of misleading and deceptive conduct, arguing that their jar is so similar it could confuse customers.
• Vittoria counters that their branding is distinct enough to avoid confusion and that their company's reputation is well-established, so they have no need to capitalise on Moccona's brand recognition.
• In response, Vittoria has filed a counterclaim stating that JDE's trademark for the Moccona jar is invalid and should be cancelled.

So, the next time you're wandering down the supermarket aisle, take a moment to compare the jars for yourself and perhaps even conduct your taste test between these rival brands. Ultimately, the choice of coffee is a personal preference, and we hope you'll find your perfect match.

What do you think about this coffee jar controversy? Do you think Vittoria's jar looks too much like Moccona's? Or do you believe the two brands are distinct enough to avoid customer confusion?

Also, for those who are looking for budget-friendly coffee alternatives, we recommend checking out this product from Coles, which has just received a new major upgrade.

It doesn't matter to me I don't buy either coffee . Not at all ni

 

[Barbara V]

Dislike both

As consumers, we encounter countless daily products, from groceries to clothing to electronics.

Some of these products are forgettable, while others leave a lasting impression on us. Often, it's the defining characteristics of a product that make it memorable.

This ‘thing’ could be a logo, a tagline, a funny cartoon character, a jingle, or even something as simple as a design.

Either way, they often share the goal of making the consumer’s experience with the product as unique and memorable as possible.

This is why the age-old rivalry between recognised coffee brands Moccona and Vittoria has been intense lately.

It was reported that Moccona, owned by Dutch-American giant Jacobs Douwe Egberts (JDE), and homegrown Vittoria Coffee has gone head to head in court.

But what is this dispute all about?

In February 2023, Dutch-American giant Jacobs Douwe Egberts (JDE), who own Moccona, launched Federal Court proceedings against homegrown company Vittoria, claiming it has engaged in misleading and deceptive conduct over the use of a ‘similar’ flat-top glass jar for their coffee.

View attachment 18880

A side-by-side comparison of the jars of Vittoria (left) and Moccona (right). Credit: Vittoria/Jacobs Douwe Egberts.

The shape of Moccona’s jars is trademarked and according to its parent, JDE, it is also iconic.
JDE’s Ross Tillman stated in court that the jar is a visual cue that customers use to select their product.

Vittoria also sells a 400g glass jar product that JDE argue is so ‘similar’ in shape to the Moccona jar that it could potentially ‘mislead a number of ordinary and reasonable consumers’ into ‘believing the infringing products emanate from [JDE] or are otherwise connected, associated or affiliated with [JDE] and their premium coffee products.’

It’s not hard to see why. To the average consumer, both jars appear relatively similar in shape and could be easily confused.

But with closer examination, is there a distinct difference in branding that could help customers tell them apart?

It was also reported that JDE had experienced a decrease in sales since Vittoria started placing more of their products on supermarket shelves.

Vittoria, a company founded by brothers Orazio and Carmelo in 1947 that started roasting coffee in Sydney 65 years ago, fiercely responded to JDE's trademark infringement claims.

According to reports, Vittoria CEO Les Schirato stated that his company's reputation is so established that they do not need to capitalise on Moccona's brand recognition.

‘You don't get Moccona served in cafes, restaurants, and five-star hotels. So for me, the issue of passing off or trying to attempt to pass off on their reputation is not something we would ever want,’ Schirato remarked.

However, the two coffee brands in supermarkets seem to target similar customers, at least in price. As of April 27, an online search showed Vittoria's 400g jars of freeze-dried instant coffee retailing at $24 (discounted by $8) compared to several Moccona varieties for sale in 400g jars for $28.

Schirato also pointed out that the labels on the respective jars clearly indicate which coffee is contained within.

In response, Vittoria has filed a counterclaim stating that JDE's trademark for the Moccona jar is invalid and should be cancelled.

Additionally, Vittoria's statement of claims alleges that the Moccona jar is functional and ‘does not distinguish the designated goods or services’.

Key Takeaways

• Coffee brands Moccona and Vittoria are involved in a trademark infringement dispute concerning the similarity between their flat-top glass jars.
• Jacobs Douwe Egberts (JDE), who own Moccona, accuse Vittoria of misleading and deceptive conduct, arguing that their jar is so similar it could confuse customers.
• Vittoria counters that their branding is distinct enough to avoid confusion and that their company's reputation is well-established, so they have no need to capitalise on Moccona's brand recognition.
• In response, Vittoria has filed a counterclaim stating that JDE's trademark for the Moccona jar is invalid and should be cancelled.

So, the next time you're wandering down the supermarket aisle, take a moment to compare the jars for yourself and perhaps even conduct your taste test between these rival brands. Ultimately, the choice of coffee is a personal preference, and we hope you'll find your perfect match.

What do you think about this coffee jar controversy? Do you think Vittoria's jar looks too much like Moccona's? Or do you believe the two brands are distinct enough to avoid customer confusion?

Also, for those who are looking for budget-friendly coffee alternatives, we recommend checking out this product from Coles, which has just received a new major up