Wrigley Sues Vape Company Over Juicy Fruit Trademark – InsideCounsel

Juicy Fruit is one of America’s favorite brands of gum because of its unique, long lasting sweet flavor. Unfortunately, other companies are trying to steal that one-of-a-kind flavor to use in their own products.

Wrigley has recently sued Dreamcore Enterprise, a company selling liquids for electronic cigarettes, over the use of the ‘Juicy Fruit’ trademark on its e-liquid for e-cigarettes. The complaint was filed at the U.S. District Court for the Northern District of Illinois last week after the defendants failed to reply to two cease-and-desist letters from Wrigley. Wrigley is suing Dreamcore for federal trademark infringement, federal trademark dilution, federal unfair competition, violation of Illinois deceptive trade practices act, and common law trademark infringement.

Jessica Stone Levy, partner at the law firm Sherman & Howard, recently sat down with Inside Counsel to discuss the case. She has over 25 years of experience in intellectual property. As counsel, she focuses on representing clients ranging from startups to Fortune 100 companies in connection with U.S. and international trademark clearance, prosecution, portfolio management and counseling.

“I am not at all surprised that

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