USA – Hydrox, the classic cookie brand owned by Leaf Brands, is gearing up to file an antitrust lawsuit against Mondelēz International, the parent company of Oreo.
Leaf Brands alleges that Mondelēz has been engaging in anti-competitive practices, including intimidating retailers and directing shelf stockers to hide, misplace, or relocate Hydrox cookies to less visible areas within stores.
In an interview, Leaf Brands CEO Ellia Kassoff expressed his determination to pursue legal action against Mondelēz, emphasizing the importance of holding the snacking giant accountable for its actions.
He cited concerns that Mondelēz is seeking to undermine Hydrox’s market presence in order to protect Oreo’s dominance in the fiercely competitive cookie aisle.
Despite acknowledging the challenges of taking on a corporate behemoth like Mondelēz, Kassoff remains resolute in his pursuit of justice for Hydrox – he is currently in the process of interviewing attorneys who are willing to take on the complex and potentially costly task of litigating an antitrust case against a well-funded food manufacturer.
This is not the first time that Kassoff has raised concerns about Mondelēz’s tactics; In 2018, he filed a complaint with the Federal Trade Commission (FTC) alleging anti-competitive behavior and seeking damages of $800 million.
However, Kassoff has yet to receive a response from the FTC regarding his complaint.
While the allegations of retailer intimidation and product manipulation are serious, experts note that Hydrox will need to demonstrate a significant loss of market share and sales attributable to Mondelēz’s actions in order to build a strong legal case.
Despite the hurdles, Kassoff remains undeterred in his pursuit of justice for Hydrox and is determined to hold Mondelēz accountable for its alleged anti-competitive behavior.
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