The famous Utah-based cookie company is suing two competitors

Utah-based cookie company Crumble is suing two of its competitors: Crave and Dirty Dough.

“We didn’t expect that,” said Trent English, one of CRIF’s co-founders. “We are aware of Crumble’s existence. Our stance with Crave is to kind of keep our noses up, and focus on our business.”

In the lawsuit, Crumbl alleges an infringement, saying that both cookie stores deal with “goodwill and valuable reputation” and brand identity associated with Crumbl.

Wade Rasmussen, co-owner of Dirty Dough, said, “We received…essentially a letter containing many different accusations that we felt weren’t accurate.” With that said, everyone is entitled to their own opinions, and Crumbl is certainly able to have his own opinion, but we were certainly surprised.”

Crumbl also claims that both brands have copied their packaging, but both Crave and Dirty Dough say that’s not the case.

“We couldn’t be more different,” said English. “Crumbl is famous for their pink chest, their rectangular chest. Our chest is black with metallic gold, and it’s square — there’s not much confusion there, at least from our perception.”

But one Crumbl franchisee says he won’t let that go.

“When I read the comments, it’s like ‘Big, bad, corporate America hits the little guy who’s just trying to pass – I mean, that’s me!”‘ said John Schaeffer. I’m the little guy.” “I have a few Crumbl franchise locations, but we were one of the first in Utah. You have a group of entrepreneurs who are out of business or have no opportunity.”

As for the future of the case, Crave and Dirty Dough say they will continue to work…and the publicity is the icing on the cake.

“What we feel is that cookies have been around for a long time,” Rasmussen said. “Cookies are not something you can really patent or trademark so we feel we have done absolutely nothing wrong and so we will keep moving forward and continue to grow the business in the best possible way.”

English added: “I personally have nothing against anyone involved in this matter.” “Crumbl is a great company, they’ve done a great thing, and they have a great product – like dirty dough. My hope in the lawsuit is that we can find a peaceful resolution and we can all continue business as usual and have fair and healthy competition going forward.”