Patrick Oconnell
Cracker Barrel cheese is a brand of cheese that was originally produced by Kraft Foods. The cheese was first introduced in 1954 and has since become a staple in many kitchens, especially during family gatherings and holiday meals. However, in 2013, Kraft sued Cracker Barrel Old Country Stores to block them from selling a new line of branded products in grocery stores, arguing that it would create confusion among consumers and damage its cheese brand. The lawsuit resulted in a settlement, with Cracker Barrel shifting its focus to the Old Country Store portion of its name for its grocery products. Today, Cracker Barrel cheese is still available in various flavours and formats, but it is no longer associated with the Kraft brand, which was acquired by Lactalis Heritage Dairy in 2021.
| Characteristics | Values |
|---|---|
| Cracker Barrel Cheese Brand Creation Year | 1954 |
| Kraft's Lawsuit Against Cracker Barrel | 2013 |
| Number of Flavors | 17 |
| Cracker Barrel Cheese Manufacturer | Lactalis Heritage Dairy |
| Cracker Barrel Cheese Manufacturer Year | 2021 |
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What You'll Learn
Kraft sued Cracker Barrel in 2013
In 2013, Kraft Foods sued Cracker Barrel Old Country Store for trademark infringement, claiming that the latter's plan to sell a new line of branded products in grocery stores would damage its cheese brand and confuse consumers. Kraft had been selling cheese products under the "Cracker Barrel" brand in grocery stores for nearly 60 years, and argued that the restaurant chain's expansion into supermarkets would unfairly infringe on its trademark.
The lawsuit sought to permanently block Cracker Barrel from selling any branded food items beyond its own restaurants, stores, or website. It also aimed to void the licensing deal between Cracker Barrel and John Morrell Food Group, a subsidiary of Smithfield Foods, a chief Kraft competitor. Legal experts believed that a Kraft victory could threaten Cracker Barrel's brand expansion efforts and pose a serious blow to its strategic plans.
The case involved two large corporations of unequal size. Kraft, a multinational conglomerate with dozens of well-known brands, rarely went to court to protect its trademarks, having filed only seven trademark-infringement lawsuits in federal court since 2002. On the other hand, Cracker Barrel, with 621 restaurants solely in the United States, reported fiscal 2012 revenue of $2.58 billion, significantly less than Kraft's $19 billion in annual revenue.
The outcome of the lawsuit is not publicly known, but experts believed that the dispute would likely be settled, as most trademark disputes are. Potential settlement scenarios included Kraft licensing or selling the cheese brand to Cracker Barrel or Cracker Barrel agreeing to limitations on the retail food products it sells and where it sells them.
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The lawsuit was over Cracker Barrel's expansion into grocery stores
In 2012, Cracker Barrel licensed its name to Smithfield Foods' John Morrell Division to sell a line of meat products through retail channels. The following year, in February 2013, Kraft Foods filed a trademark infringement lawsuit against Cracker Barrel, seeking to block the restaurant chain from selling branded products in grocery stores. Kraft had been selling cheese products under the "Cracker Barrel" brand in grocery stores for nearly 60 years, and argued that the expansion of the Cracker Barrel restaurant chain into supermarkets would unfairly infringe on its trademark.
Kraft's lawsuit specifically targeted a licensing agreement between Cracker Barrel and the John Morrell Food Group, which would allow the latter to sell Cracker Barrel-branded food products through grocers, mass merchandisers, and other retail outlets. According to applications filed with the U.S. Patent and Trademark Office, these products included a range of meat products, oatmeal, muffin mix, and lemonade and fruit tea. While cheese was not mentioned, Kraft argued that these products were complementary to cheese and would be sold in close proximity to, and to the same consumer base as, its cheese products.
Kraft contended that the sale of Cracker Barrel-branded products in grocery stores would create confusion among consumers and damage its cheese brand. The lawsuit sought to permanently block Cracker Barrel from selling any branded food items beyond its own restaurants, stores, or website. Legal experts agreed that the lawsuit posed a legitimate challenge to Cracker Barrel's expansion plans, with one trademark attorney stating that a victory for Kraft would mean that "Cracker Barrel will not be bringing its brand to grocery stores -- and that would be a serious blow to Cracker Barrel's strategic plans."
In July 2017, a judge in Illinois Federal Court granted Kraft Food Group, Inc.'s request to bar Cracker Barrel Old Country Store, Inc. from selling its products in grocery stores across the country. This was only a temporary injunction, but it set the tone for the case and was considered a big win for Kraft. As a result of the lawsuit, Cracker Barrel licensed products are now sold in grocery stores under the name "CB Old Country Store".
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Kraft claimed that this would create confusion among consumers
In 2013, Kraft Foods sued to block Cracker Barrel Old Country Stores from selling a new line of branded products in grocery stores. Kraft had been selling cheese products branded "Cracker Barrel" for nearly 60 years, and argued that the Lebanon, Tennessee-based restaurant chain's expansion into supermarkets would unfairly infringe on its trademark.
Kraft took issue with Cracker Barrel's licensing agreement with John Morrell Food Group to sell Cracker Barrel-branded food products through grocers, mass merchandisers, and other retail outlets. While cheese was not mentioned in the agreement, Kraft contended that the other products, such as meat products, oatmeal, muffin mix, and lemonade, were complementary to cheese and would be sold in close proximity and to the same consumer base as its cheese products.
Legal experts agreed that the lawsuit posed a legitimate challenge to Cracker Barrel, and that a Kraft victory could threaten the restaurant chain's brand expansion efforts. Ultimately, the two companies settled their differences, with Cracker Barrel shifting its name to focus on the "Old Country Store" portion of its moniker.
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The Cracker Barrel brand was born in 1954
Cracker Barrel cheese is made using the same proprietary heirloom starter cultures for more than half a century, giving it a rich and bold flavour. It is available across the United States and features over 17 flavours in a wide variety of cooking and snacking formats. The brand also provides a pairing guide to help customers create unique taste combinations.
In 2013, the brand made headlines when Kraft Foods sued to block Cracker Barrel Old Country Stores from selling a new line of branded products in grocery stores. Kraft had been selling cheese products branded "Cracker Barrel" for nearly 60 years and argued that the restaurant chain's planned move into supermarkets would unfairly infringe on its trademark. The lawsuit sought to permanently block Cracker Barrel from selling any branded food items beyond its own restaurants, stores, or websites.
While the two companies initially coexisted, with Kraft focusing on cheese and Cracker Barrel on restaurant services, the dispute arose when Cracker Barrel decided to expand into the grocery product business. Kraft argued that the sale of Cracker Barrel-branded bacon and lunch meat products would create confusion among consumers who bought Cracker Barrel cheese. As a result, Cracker Barrel shifted its name to focus on the "Old Country Store" portion of its brand.
Despite the lawsuit, Cracker Barrel cheese has maintained its presence in the market, offering a range of flavours and formats to meet the diverse preferences of its customers.
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Cracker Barrel cheese is available in 17 flavours
In 1954, the Cracker Barrel brand was born out of a love for quality cheese and a passion for cheddar-making heritage and values. The brand has since expanded to offer a wide variety of cooking and snacking formats, including sharp cheddar, crafted with care and aged to perfection.
While Kraft Foods and Cracker Barrel share a history, the two companies are not related. In 2013, Kraft sued Cracker Barrel Old Country Stores to block them from selling a new line of branded products in grocery stores. Kraft argued that the sale of meat products by Cracker Barrel would create confusion among consumers and damage its cheese brand. As a result, Cracker Barrel shifted its focus to the "Old Country Store" portion of its name.
Today, Cracker Barrel cheese is no longer associated with Kraft, as evident by the absence of the Kraft name on the label. The logo has been replaced with a non-descript curlicue design, borne of the taker of Kraft by Lactalis Heritage Dairy in 2021. Despite the change in branding, Cracker Barrel cheese continues to offer a range of flavours and formats to suit different occasions, from everyday snacking to special meals.
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Frequently asked questions
Yes, Cracker Barrel cheese is made by Kraft. In 2013, Kraft sued Cracker Barrel Old Country Stores to block them from selling a new line of branded products in grocery stores, claiming that it would create confusion among consumers and damage its cheese brand.
In 2021, Kraft was taken over by Lactalis Heritage Dairy, and the Kraft logo was replaced by a non-descript curlicue logo.
Cracker Barrel cheese features over 17 flavours in a wide variety of cooking and snacking formats. Some of the flavours include sharp cheddar, extra sharp cheddar, and KCBC, which is a solid everyday cheddar.
