Panera Bread in Slogan War: Bread. The Way it Ought to Be v. Food as it should be!

Image Credit: © Mitrija |

According to the Associated Press, this past Thursday, Great Harvest Bread Co. filed a lawsuit against Panera Bread for alleged trademark infringement. Great Harvest’s claims that it received a trademark in October 2014 for its slogan, “Bread. The Way it ought to be” and that Panera Bread’s use of its “Food as it should be” advertising campaign is a confusingly similar advertising slogan.


According to the suit, Great Harvest alleges that it asked Panera to suspend advertising and promotion that used the phrase “Food as it should be”, but Panera has since sought to register the slogan as a trademark, which has been formally opposed by Great Harvest.

Great Harvest says it specializes in handcrafted breads with whole wheat purchased from family-owned farms. Panera operates nearly 2,000 bakery-cafes in 46 states and Ontario, Canada, under the Panera Bread, St. Louis Bread Co. and Paradise Bakery & Cafe names.

Great Harvest Bread sues Panera over trademark [Associated Press]


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Bob is a Senior Editor and Content Development Manager at Nigerian Law Intellectual Property Watch. He holds a BS degree, with a major in biochemistry. He works directly with the Newsroom Team. His focus areas are technology and innovation, and pharmaceutical technology. Email: