Great Harvest Bread Suing Panera Over Trademarked Slogan

Back in 2014, Great Harvest Bread Company trademarked what it thought was a neat slogan: “Bread. The Way it Ought to Be.” So when fellow baked goods peddler Panera Bread introduced its slogan, “Food as it should be” in 2015, that hit a little too close to home for Great Harvest.

Great Harvest is alleging federal trademark infringement for Panera Bread’s advertising slogan, which could cause consumer confusion, the company says in a new lawsuit it filed on behalf of its 200 owner-operated stores, reports the Associated Press.

According to the complaint, Panera launched its campaign in June 2015, just eight months after Great Harvest trademarked its mantra in October 2014.
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Great Harvest says Panera’s campaign intentionally causes confusion.

“We need to protect the investment being made by our individual small business owners from being drowned out or overrun by a multi-million dollar national advertising campaign,” Great Harvest president Eric Keshin said in a statement.

The company said it asked Panera to stop ads and promotions using the phrase, but that didn’t pan out. Panera has since sought a trademark for its phrase, which Great Harvest has formally opposed.

Great Harvest Bread sues Panera over trademark [Associated Press]