Is Vittoria's Coffee Jar a Rip-Off of Moccona's Iconic Design? Coffee Controversy Brewing in Australia!
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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.
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’.
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.
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’.
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.
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