WRAL SmartShopper

WRAL SmartShopper

Lidl sued by Kroger over trademark infringement

Posted July 10

Lidl store front

Kroger, the largest traditional grocery store in the country, is suing Lidl, the newest player in the U.S. grocery game, because of alleged trademark infringement and unfair competition.

Kroger claims that their store brand label, Private Selection, is too similar to the Lidl Preferred Selection label.

The lawsuit, filed June 30, claims, “By purposely targeting Kroger’s Private Selection mark, Lidl’s new U.S. stores unfairly and quickly acquire immediate legitimacy and customer trust, both of which would take years to build if Lidl’s products were sold under a unique brand rather than one that mimics Kroger’s.”

The next step in the process is a hearing on July 25 regarding a request by Kroger that Lidl stop using their logo and pay legal fees.

Lidl operates more than 10,000 stores multiple countries throughout Europe and they opened their U.S. headquarters in Arlington County, Virginia in June 2015. The first Lidl stores opened in North Carolina and other states in the U.S. on June 15, 2017. Approximately 90% of groceries at Lidl are exclusive brand products.

For more information on the lawsuit, see


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  • couponsarefoundmoney Jul 10, 9:38 a.m.

    Kroger, whose stock is losing ground, who have begun to destroy their latest acquisition - Harris Teeter.........
    They'll lose this lawsuit and they should.

  • kipfran Jul 10, 9:22 a.m.

    Kroger feeling the heat and doesn't like the competition.