Heavyweight food and beverage brands have been trading blows for decades. But there’s a new contender stealing market share without nearly as much air time: Private label brands.

Their rise in recent years is a testament to the perceived power of value alongside the increased cost of everyday brands. And now, they’re (finally) becoming more culturally relevant by leaning into branding.

Private-label brands might deserve more than just the challenger nod, as category leaders are taking stock—and action.

In June, Mondelēz International filed a lawsuit against Aldi , claiming the discount retailer’s lookalike private-label branding “dilutes the distinctive quality of Mondelēz’s unique product packaging.”

Of particular note are Oreo, Wheat Thins, and Nutter Butter—three of the snack gian

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