In the UtahCookieWars, Logan-based Crumbl is doubling down on accusations of copyright infringement against two smaller cookie makers.
, two smaller companies. The suits allege that both companies’ products are “confusingly similar to Crumbl’s established and successful trade dress and brand identity.” The lawsuits also allege that the smaller companies’ packing and logos are similar to Crumbl’s trademark bubble-gum pink boxes and chef doodle logo.
according to its websiteDirty Dough was started in 2019, and opened its first store in Tempe, Arizona, in 2020; it now has locations in Utah County: Pleasant Grove, Spanish Fork and Vineyard. Crave Cookies began in May 2019 with a shop in Midvale; it has since added stores in Sandy and West Valley City. McGowan’s statement said the brother of the founder of one of the companies “was a former corporate employee of Crumbl who had access to our recipes, schematics, processes and other proprietary information.” The statement includes a claim that a whisteblower has told Crumbl officials that the rival company “misappropriated this information.” The statement doesn’t specify which company, though the lawsuit against Dirty Dough claims that company was started by a former Crumbl employee. The statement follows a social-media campaign spearheaded by Dirty Dough, which launched the hashtag #UtahCookieWarsBennett Maxwell, Dirty Dough’s founder, mocked Crumbl in a: “A billion dollar company suing 2 startups. Why? Because apparently if you put sprinkles of your cookies, Crumbl thinks they own that. Watch out Grandma, you better throw away those sprinkles or you will be Crumbl’s next victim.” Dirty Dough followed by announcing it would post billboards with such defiant slogans as “Cookies so good we’re being sued!,” “Our cookies don’t crumble with competition” and “We don’t file lawsuits — we just have better cookies!” Crave has kept comparatively quiet amidst all the cookie controversy. In the federal lawsuit against Crave, Crumbl argues that Crave’s co-founder, Trent English, applied to be a Crumbl franchise owner, and toured a Crumbl store before his application was denied. Dirty Dough issued a statement Friday in response to Crumbl. It begins: “Amidst the light-heartedness of social media, Dirty Dough is taking the current Utah lawsuits seriously. We continue to deny the allegations andintend to vigorously defend against and defeat Crumbl’s legal claims.” The statement goes on to say that Dirty Dough is “lowering the barriers for entrepreneurs to start a business. Crumbl has stated this lawsuit is part of its commitment to protecting entrepreneurs and it is ironically hurting them in the process.”
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