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Business Insider reports that Kroger has filed a trademark infringement lawsuit against Lidl just two weeks after the Germany-based retailer opened its first stores in the US.

Kroger says that Lidl's private label, "Preferred Selection," is an attempt to confuse consumers because it is designed to resemble its own "Private Selection" own label.

According to the story, "The lawsuit claims Kroger started using and marketing its 'Private Selection' brand more than 20 years ago, and that Lidl filed a trademark for 'Preferred Selection' last September. 'As a direct result of Lidl’s wrongful conduct, Kroger has suffered and will continue to suffer irreparable injury,' the lawsuit states."
KC's View:
The two labels look similar enough to me to suggest that Lidl knew want it was doing ... so I think it makes sense for Kroger to play hardball on this.

In fact, Kroger is going to have to play hardball on everything when it comes to this new competition.