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Jaden Smith’s Company Sues Hampton Creek in Trademark Dispute

  • Water bottle startup alleges mayo company violated contract
  • Conflict stems from rebranding campaign by the Just Mayo maker
Jaden Smith.

Jaden Smith.

Photographer: Tommaso Boddi/WireImage
Updated on

A bottled water startup co-founded by teen heartthrob Jaden Smith is suing Hampton Creek Inc. over a trademark dispute. The suit could jeopardize the Just Mayo maker’s efforts to reform its image after a long year of scandals.

Just Goods Inc., which sells water in fully recyclable cartons, claims Hampton Creek changed its logos and marketing in a way that violates an agreement the two companies signed in 2014. Just Goods alleges that Hampton Creek revised its brand to emphasize the word “just” after encountering legal or marketing difficulties in the course of its business, according to a complaint in San Francisco state court filed about a month ago.