Freezecakes are a frozen cheesecake designed to be scooped, containing 40% cream cheese, with the addition of flavored sauces and cookie pieces. Joe Moruzzi, managing director of Pleese from Redhill in Surrey, claims that Aldi has introduced a product to its range that not only has an almost identical name but also similar flavors and a marketing slogan.
The name “Freezecakes” and the slogan “It’s not ice cream” are registered trademarks of Pleese. Moruzzi mentioned in public statements that Aldi used the same ice cream slogan on the packaging of its product, which is also virtually a duplicate of a previously available product on the market.
An Aldi spokesperson responded to the allegations, stating that the chain always strives to adhere to strict copyright guidelines regarding its products. Nevertheless, for the small company Pleese, which employs only five people, this situation is a major blow.
“We put a lot of work into bringing our product to market, and events like this are really discouraging,” Moruzzi admitted in public statements. He added that although he expected someone to eventually try to copy his product, as a small company, he is affected by the actions of such a large chain as Aldi.
This is not the first time Aldi has n at the center of a trademark dispute. In 2022, the German supermarket chain was accused by Marks & Spencer of copying their iconic Colin the Caterpillar cake, introducing their own version – Cuthbert the Caterpillar. The dispute ended with a settlement. Shortly after, Aldi found itself in another conflict with Marks & Spencer, this time over bottles of gin that glowed.
For Pleese, a small company with big ambitions, the dispute with a retail giant like Aldi is both a challenge and an opportunity to increase the visibility of its product. Although Joe Moruzzi admits that the situation is difficult, he tries to see the positive side – especially in terms of raising awareness about product categories, such as frozen cheesecake. Nevertheless, this case serves as a reminder of the unequal playing field when small companies face retail giants.
How will the case unfold? Will a settlement be reached, or will it escalate into a full-blown legal battle? The coming months will certainly reveal the answer. Despite the impending David versus Goliath battle, Pleese’s chances should not be dismissed.
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