Atlanta-based Georgia-Pacific is suing Aldi, a major discount grocery chain, and the manufactures of a toilet tissue sold at the retailer, claiming trademark violations and unfair trade practices.
In suits filed in U.S. District Court in Atlanta, Georgia-Pacific claims Batavia, Ill.-based Aldi and manufacturers Soundview Paper Holdings LLC and Solaris Paper Inc. have illegally copied the look and wording of Georgia-Pacific’s Angel Soft bath tissue brand for a rival Willow “Soft Touch” tissue.
Georgia-Pacific wants the court to order the destruction of “all bath tissue, bags, boxes, labels, tags, signs, packages” and other material associated with the Soft Touch brand. The company also wants an accounting of Soft Touch’s profits and it is seeking damages.
“While we cannot comment on pending litigation, we can tell you that ALDI is committed to the highest standards of responsible behavior and integrity,” the company said in a statement. The retailer has more than 30 stores in metro Atlanta.
“At present we are investigating the claims and cannot comment on the merits of the case,” said Mike Motherwell, a spokesman for Santa Fe Springs, Calif.,-based Solaris. Elmwood Park, N.J.-based Soundview could not be reached for comment.
Georgia-Pacific said the rival Soft Touch brand copies Angel Soft’s teal-colored label, images of clouds, picture of a baby and stylized font for its packaging. Soft Touch also refers to Angel Soft on its packaging: “Compare to Angel Soft Bath Tissue.”
Georgia-Pacific said Angel Soft, launched in 1944, has had net sales of $7 billion since 2010 and the company has spent more than $175 million on advertising and marketing the brand during the same period.
“Blatant imitation of this type creates a serious likelihood of confusion among consumers, and is anathema to the public interest,” Georgia-Pacific’s lawsuits state.
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