‘Felt like a punch in the gut’: Asian chilli crunch makers hit back at Momofuku’s trademark application
- Momofuku, the culinary empire founded by celebrity chef David Chang, has applied to trademark the term ‘chili crunch’ in the United States
- The move has enraged small producers of chilli crisp and chilli crunch, several of whom have been sent cease-and-desist letters by the company’s lawyers
Momofuku, the culinary empire founded by celebrity chef David Chang, has sought to trademark the term “chili crunch” in the United States through the US Patent and Trademark Office (USPTO), preventing others from using the phrase to market their products.
The company filed its trademark application on March 29 with the USPTO. It already owns trademark rights to “chile crunch” in the US.
It’s a move that has angered numerous producers of chilli crunch – a textured, chilli- oil-based condiment usually containing crisp morsels of garlic, chilli and other aromatics.
Homiah Foods, a New York-based brand founded by Michelle Tew, was one of the producers sent a cease-and-desist letter by Momofuku’s legal team, demanding that she stop using the term to market her Homiah’s Sambal Chili Crunch.
“Not gonna lie – this felt like a punch in the gut,” she wrote in an Instagram post, mentioning that she had previously been a Momofuku fan and supporter.
