Kraft gets cheesed at Cracker Barrel

The consumer foods giant wants to block the Cracker Barrel restaurant chain from grocery stores.

By Aimee Picchi Feb 4, 2013 1:33PM

A Cracker Barrel Old Country Store in Naperville, IL ( Tim Boyle/Getty Images)It's shaping up to be a fight between two big cheeses. 

Kraft (KRFT) is suing Cracker Barrel Old Country Store (CBRL) in an effort to keep branded products from the restaurant chain out of grocery stores. 

The lawsuit will pit two well-known consumer brands against each other over who controls the Cracker Barrel name in grocery stores. 

The problem began when Cracker Barrel Old Country Store -- no relation to Kraft's line of Cracker Barrel cheeses -- announced in November that ham, bacon and other foods would soon appear in grocery stores with the Cracker Barrel name. 

The restaurant chain noted that the plans would have no effect in its 2013 fiscal year, but that it hoped to increase visibility by reaching out to supermarket shoppers.

It's getting the type of visibility it probably didn't want, however. 

Kraft, which has sold its Cracker Barrel-branded cheese for about 60 years, wants to ban Cracker Barrel Old Country Store from any branded food beyond its restaurants, stores or website, USA Today reports

"I think this will be a serious fight," trademark attorney Mark Patterson told the newspaper. "Kraft could prevail in this case."

That could hamper Cracker Barrel Old Country Store's growth plans, notes FoodWorldNews. Losing the battle with Kraft could "be a hard setback to the country store chain."

For its part, Kraft has been on a push to promote its Cracker Barrel brand. Last year, it introduced a new advertising campaign, taking out its first TV spots in more than a decade, to tout the cheese's award-winning flavor.

Kraft said it's willing to talk with Cracker Barrel, suggesting a settlement between the two food companies is a possibility, USA Today notes.

Cracker Barrel Old Country Store, which started in 1969, operates more than 600 restaurants and has about $2.4 billion in annual sales. Kraft owns dozens of brands, ranging from Jell-O to Oscar Mayer, and has $19 billion in annual revenue. 

More on moneyNOW

Feb 4, 2013 6:25PM
both companies need to send me all kinds of samples to taste so can be moer informed
Feb 4, 2013 6:15PM
Actually, Kraft's Cracker Barrel Cheeses are very tasty, and have been around for quite some time.  I knew of them long before I had ever heard of the restaurant chain.  There's room for both in the stores, it just may take a little creativity for the restaurant people to figure out how to make it work.  This isn't rocket science...
Feb 4, 2013 5:44PM

I wish they would quit whining, I promise I will not confuse the two businesses.  My husband loves Cracker Barrel's bacon and I would love to buy it in the grocery store.  We also eat Cracker Barrel, the cheese companies cheese, but it is expensive and we only buy it when it's on sale.  So come on, why can't we all just get along?

Feb 5, 2013 12:05PM

They're fighting over this?


I think their cheese slid off its cracker !

Feb 4, 2013 5:03PM
I don't eat cracker barrel cheese but i do eat the CRACKER BARREL RESTRANTS love the food
Feb 5, 2013 12:30AM
Hey Kraft - go to hell. Its called "competition" ... look it up.
Feb 5, 2013 1:49PM
It's funny that if it is a consumer law suit, all the corporations are up in arms about damages.  However, they are always suing each other. 
Feb 5, 2013 10:38AM
Feb 5, 2013 5:15PM
Quit y'all.Both are great but Kraft products are too expensive and over-rated. Besides, if I'm going to die happy I want it to be at Cracker Barrel Rest..
Feb 5, 2013 4:35PM
OK - this seems simple.  The country store simply doesn't sell cheese at the supermarket - problem solved.  As long as their meat packaging doesn't resemble the Oscar-Meyer box, there should be nothing they can complain about.

I guess the next thing we will see is Kraft suing Craft-matic adjustable beds, because someone many mistake a mattress for a giant block of Velveeta.
Feb 5, 2013 5:18PM
Why does everything always have to be a problem?  Kraft's packaging says "Kraft Cracker Barrel"  and the other would say "Cracker Barrle Old Country Store".  What's the big deal?  Dear big business:  GROW UP.  There is room for BOTH of your brands.
Feb 5, 2013 4:34PM
its up to the paid legals now.....too bad american, cant do business as usual...some one is always in a legal battle over a  brand name because of profits....and who gets paid...the legals consultants....and who pays?????...the consumers...too much ligitation.....
Feb 5, 2013 5:56PM
30 years ago there was a Cracker barrel store in my local mall. And they sold cheeses and meats like those gift packs with the cheese and crackers and little canned hams, bacon, summer sausage, smoked meats. I don't know if they were affiliated with Kraft or Cracker Barrel Restaurant but they aren't there anymore.
Feb 5, 2013 8:13PM
not quite as bad as chik fil-a suing for a guy using the words 'eat more' kale.    still, this is nonsense.
Feb 5, 2013 2:47PM

Kraft is a cheap outfit.

Cracker Barrel Old Country Stores has a right to sell it's products anywhere it wants to.

Feb 5, 2013 8:39PM
Feb 4, 2013 5:37PM

". "We can't charge $16 for a salad, it's unreal." as if that bothers any of those who have no problem fleecing the public.

Americans  do appreciate your honesty and candor .


As for the lettuce , no one will die if you don't serve it for a while, apple sauce is just as good, if not better for us.


Do what the old timers did when someone doubled the price of a product; they doubled the amount of the product they did not use.Like , coffee, if they drank 2 cups before , they only drink  one now.




Feb 4, 2013 5:41PM
I have never heard of Krafts Cracker Barrel cheese, but I am pretty sure everyone loves Cracker Barrel restaurants. I don't see a problem if Cracker Barrel is using it's logo and colors on the packaging. Who could mistake the Kraft brand from the Cracker Barrel we all know and love? This just sounds like Kraft is worried because the Cracker Barrel restaurant brand is much more likely to sell than their cheese. 
Feb 5, 2013 12:18PM
Its people like me that Cracker Barrel will never be able to depend on for their money.  Kraft products?  Different story, but still, I don't buy all their products. I work on eating healthy! 
Please help us to maintain a healthy and vibrant community by reporting any illegal or inappropriate behavior. If you believe a message violates theCode of Conductplease use this form to notify the moderators. They will investigate your report and take appropriate action. If necessary, they report all illegal activity to the proper authorities.
100 character limit
Are you sure you want to delete this comment?


Copyright © 2014 Microsoft. All rights reserved.

Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.

Trending NOW

What’s this?


[BRIEFING.COM] The stock market finished an upbeat week on a mixed note. The S&P 500 shed less than a point, ending the week higher by 1.3%, while the Dow Jones Industrial Average (+0.1%) cemented a 1.7% advance for the week. High-beta names underperformed, which weighed on the Nasdaq Composite (-0.3%) and the Russell 2000 (-1.3%).

Equity indices displayed strength in the early going with the S&P 500 tagging the 2,019 level during the opening 30 minutes of the action. However, ... More