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Crumbl Cookies files trademark lawsuit against two competitors

Jul 9, 2022, 3:53 PM | Updated: Apr 10, 2023, 3:29 pm

Crumbl cookies (Laura Seitz, Deseret News)...

Crumbl cookies (Laura Seitz, Deseret News)

(Laura Seitz, Deseret News)

SALT LAKE CITY — Crumbl Cookies is seeking legal action against two other cookie companies, claiming trademark infringement.

In the court documents submitted on May 10, Crumbl Cookies claims that Crave Cookies and Dirty Dough have similar logos and packaging to their own. The company alleges the two businesses are trying to profit off Crumbl’s reputation and branding.

In the Crave Cookie lawsuit, court documents claim that Crave Cookie’s founder originally applied to become a Crumbl Cookie franchisee in November 2019 but was denied for unlisted reasons.

The suit continues claiming that “Crave deliberately adopted the Infringing Trade Dressknowing and intending that the relevant public, including consumers, would likely be confused, thereby unfairly diverting sales from Crumbl to Crave.”

Left, Crumbl products. Right, Crave products. (Credit: Court Documents)

In the Dirty Dough lawsuit, Crumbl Cookies is claiming that Dirty Dough’s founder founded the company in 2019 while working as a process engineer for Crumbl Cookies. They also claim that Dirty Dough’s founder filed to be a franchisee before working for them, but was also denied for unlisted reasons.

The founder opened their first Dirty Dough store in Arizona in March 2020, according to the lawsuit.

The lawsuit claims that Dirty Dough’s marketing is “similar to Crumbl’s in both expression and look and feel, its cookies are dressed in a manner that imitates Crumbl cookies, and its packaging is confusingly similar to Crumbl’s packaging.”

Left, Cumbl Cookies marketing. Right, Dirty Dough marketing. (Credit: Court Documents)

Dirty Dough contacted KSL TV, refuting the claims the company formed in 2019 and stating it started in 2018. They also claim the former Crumbl employee the lawsuit is referring to had no hand in the formation of Dirty Dough.

Both lawsuits seek monetary relief and an injunction against the two companies.

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Crumbl Cookies files trademark lawsuit against two competitors