Wednesday, March 14, 2018

GOLDEN OREO, NILLA, and NUTTER BUTTER Cereals? Maybe, According to Recent Trademark Applications

Your favorite cookies, crackers, and biscuits might soon be breakfast cereals, if recent trademark applications filed by a subsidiary of Mondelez International, Inc. are any indication.
On March 8th, International Great Brands, LLC, a subsidiary of Mondelez International,  Inc. (formerly Kraft Foods) filed applications to registered GOLDEN OREO and NILLA as trademarks with the U.S. Patent and Trademark Office. These trademark applications don't cover cookies, however. They cover "breakfast cereals" in Class 30.

International Great Brands filed both applications on an intent to use basis, suggesting it is not currently selling breakfast cereals under these marks but has a bona fide intention to do so in the near future. 15 USC 1051(b); TMEP 806.01(b).

These applications are only two in a line of "breakfast cereals" applications filed by International Great Brands, LLC since last year - all of which are related to popular cookies, crackers, or biscuits. In May 2017, the food giant filed a trademark application for OREO O's and HONEY MAID. In December 2017, it filed trademark applications for the peanut logo below, NUTTER BUTTER, and CHIPS AHOY!. All those applications also covered "breakfast cereals."
According to my quick search, International Great Brands, LLC owns 317 active trademark registrations with the USPTO, including registrations for a variety of popular snack foods, like OREO, SWEDISH FISH, DENTYNE, RITZ, TEDDY GRAHAMS, NEWTONS, HALLS, and TRISCUIT.

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