Milling & Baking News - January 12, 2021 - 11

Business

Hershey faces 'Tough Cookie' suit
involving One Brands protein bar
SAN MATEO, CALIF. - The Cookie Department, Inc., a Berkeley, Calif.-based nutrition cookie company, has filed a lawsuit
against The Hershey Co. and One Brands
LLC, accusing the companies of infringing
on its " Tough Cookie " registered trademark.
As part of the complaint filed Dec. 23 in
the US District Court for the Northern District of California, The Cookie Department
said Hershey's One Bar Protein Chocolate
Chip Cookie Dough flavored bar bears
the mark " TOUGH COOKIES ONLY " on
its packaging and advertising material,
depicts a chocolate chip cookie image on
its packaging and claims 20 grams of protein per serving. In making the claims, The
Cookie Department said Hershey is infringing on the trademark it has had since
2012 for the purpose of marketing and

Hershey's given Hershey's history of acquiring other brands, therefore mistakenly
believing that TCD's goods are associated
with Hershey's, or (2) that TCD and Tough
selling its Tough Cookie nutritious protein Cookie are trying to imitate or replicate Hercookie, which in its latest formulation con- shey's or One Brands products. "
The Cookie Department was foundtains 10 grams of protein.
" The 'TOUGH COOKIES ONLY' mark by ed by Chef Akiva Resnikoff in 2009 in
defendants is a clear play on words identical Berkeley. Early in its history, The Cookie
Department launched a line of
to the same play on words emcookies known as Fully Funcployed by TCD's Tough Cookie
tional Cookies. The cookies were
mark, specifically intending to
introduced as The Cookie Decall out and market the protein
partment's core line of cookie
enriched nature of a chocolate
products focusing on cookies
chip cookie flavored protein
with unique functional ingredisnack, " The Cookie Department
ents that transform cookies into
noted in its complaint. " By usnutritionally healthier snacks. In
ing the mark, Hershey's and One
addition to Tough Cookie, the
Brands have and will continue THE COOKIE DEPARTMENT
their infringement of TCD's Tough Cookie Fully Functional Cookies line includes
mark, creating confusion for consumers, in- Awaken Baked, Great Full and Snap Back.
Hershey and One Brands have not
cluding but not limited to leading consumers
to believe: (1) that TCD has been acquired by commented on the complaint. MBN

Takeout, immune health among
trends La Brea sees staying in '21
VAN NUYS, CALIF. - Heading into
2021, some of the trends that have taken
hold in the food industry are expected
to stick around, even after life returns to
relative normalcy.
La Brea Bakery, a business of Aryzta
AG, has noticed plenty of changes in
terms of what consumers are looking for
from their food. Chris Prociv, vice president of marketing and innovation at La
Brea Bakery, offered her insights into
what 2021 will look like for baking and
foodservice.
" As we head into the new year,
COVID-19 will continue to be a major
concern across the country, so dining out
will likely remain limited, " Ms. Prociv

said. " We saw takeout start to gain popularity last summer, with consumers
wanting to support local restaurants, so
I think we'll see this trend continue into
2021. "
La Brea Bakery has shifted its focus to
highlight its Take & Bake bread, which
can be stored in the freezer for later or enjoyed right away. The company has made
plans to launch new varieties of the Take
& Bake bread in early 2021 to accommodate the demand for accessible, convenient, fresh food.
" In recent years, consumers have started
paying close attention to the ingredients
in their food, and as we move into 2021,
I think we'll see clean, simple ingredients

Jimmy's Cookies acquiring artisan
bread brand from Campbell Soup

bakingbusiness.com / world-grain.com

Clifton-based Jimmy's Cookies. " Artisan
breads represent a fast-growing segment of
the bakery category and will complement
our cookie business, providing customers
with a full range of premium baked goods
from a trusted partner. "
Financial terms of the transaction, which is expected to
close in January, were not disclosed. Jimmy's Cookies produces gourmet cookies and
cookie dough for grocery chains
and mass market retailers nationwide. The company has a
ECCE PANIS

CLIFTON, NJ - Jimmy's Cookies has
agreed to acquire Ecce Panis, an artisan
bread brand, and its bakery operations in
South River, NJ, from Campbell Soup Co.
The 113,000-square-foot baking facility will
provide Jimmy's Cookies with additional capacity for its gourmet
cookie product business.
" The addition of the Ecce Panis brand is consistent with our
strategy to drive growth through
expanding
and
diversifying
our product line, " said Howard
Hirsch, chief executive officer of

trend even more, " Ms. Prociv said.
Ms. Prociv believes 2021 will be the
year consumers view food as a holistic
approach to health. Consumers were
baking more bread at home during the
pandemic, so they've become familiar
with how the baking process works and
what kind of ingredients should be used
to make food " cleaner. "
" Unsurprisingly, immune health was
top-of-mind for nearly everyone in 2020, "
Ms. Prociv said. " As we move into the
new year, I think we'll see consumers
focus on ways to maintain a healthy immune system, a lot of which can be found
in foods like sourdough bread, which has
been linked to gut health. "
La Brea Bakery looks to educate consumers about the benefits bread like
sourdough can have on gut health and
maintaining a healthy immune system. MBN
90,000-square-foot baking facility in Clifton.
Ecce Panis, which was founded in 1988,
offers hand-crafted, stone-baked artisan
bread and rolls that are sold to consumers through the in-store bakeries of retailers and grocery chains across the country. Campbell Soup Co., Camden, NJ,
acquired Ecce Panis in 2009 and ran the
business as part of its Pepperidge Farm
bakery operations.
" With the acquisition of Snyder's-Lance,
our growth strategy is focused on unique
and differentiated brands within our
snacking categories, " Campbell Snacks
said. " We are pleased we were able to find
a buyer that sees the value and the potential of this brand and the talented team at
the East Brunswick bakery. " MBN
Milling & Baking News

January 12, 2021 / 11


http://www.bakingbusiness.com http://www.world-grain.com

Milling & Baking News - January 12, 2021

Table of Contents for the Digital Edition of Milling & Baking News - January 12, 2021

Milling & Baking News - January 12, 2021 - 1
Milling & Baking News - January 12, 2021 - 1
Milling & Baking News - January 12, 2021 - 2
Milling & Baking News - January 12, 2021 - 3
Milling & Baking News - January 12, 2021 - 4
Milling & Baking News - January 12, 2021 - 5
Milling & Baking News - January 12, 2021 - 6
Milling & Baking News - January 12, 2021 - 7
Milling & Baking News - January 12, 2021 - 8
Milling & Baking News - January 12, 2021 - 9
Milling & Baking News - January 12, 2021 - 10
Milling & Baking News - January 12, 2021 - 11
Milling & Baking News - January 12, 2021 - 12
Milling & Baking News - January 12, 2021 - 13
Milling & Baking News - January 12, 2021 - 14
Milling & Baking News - January 12, 2021 - 15
Milling & Baking News - January 12, 2021 - 16
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Milling & Baking News - January 12, 2021 - 18
Milling & Baking News - January 12, 2021 - 19
Milling & Baking News - January 12, 2021 - 20
Milling & Baking News - January 12, 2021 - 21
Milling & Baking News - January 12, 2021 - 22
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