--- title: "FREEDOM CONFECTIONERY Case Study | GTC" description: "Case study: Freedom Confectionery secured two separate USPTO trademarks. FREEDOM MALLOWS and FREEDOM GUMMIES, for their vegan confectionery product lines." lang: en json-ld: | [ { "@context": "https://schema.org", "@type": "Organization", "name": "Global Trademark Company LLC", "url": "https://globaltrademarkcompany.com", "logo": "https://globaltrademarkcompany.com/gtc-logo.svg", "description": "Multi-practice IP and business legal firm. Trademarks in 100+ jurisdictions, patents in 10 + PCT, copyrights under Berne. Operating since 2016.", "foundingDate": "2016", "sameAs": [ "https://www.linkedin.com/company/globaltrademarkcompany/", "https://www.trustpilot.com/review/globaltrademark.co" ], "contactPoint": [ { "@type": "ContactPoint", "telephone": "+1-510-973-4964", "contactType": "customer service", "areaServed": "US", "availableLanguage": [ "English" ] }, { "@type": "ContactPoint", "telephone": "+44-7453-347853", "contactType": "customer service", "areaServed": "GB", "availableLanguage": [ "English" ] }, { "@type": "ContactPoint", "telephone": "+91-6397-329955", "contactType": "customer service", "areaServed": "IN", "availableLanguage": [ "English", "Hindi" ] } ], "address": [ { "@type": "PostalAddress", "streetAddress": "712 H Street NE, Suite 2094", "addressLocality": "Washington", "addressRegion": "DC", "postalCode": "20002", "addressCountry": "US" }, { "@type": "PostalAddress", "streetAddress": "YSC Complex, 4th floor, A-400, 12 Ajit Singh House, Sri Aurobindo Marg", "addressLocality": "New Delhi", "addressRegion": "Delhi", "postalCode": "110016", "addressCountry": "IN" } ] }, { "@context": "https://schema.org", "@type": "Article", "headline": "How a Pioneer Vegan Confectionery Brand Secured Dual US Trademarks for Two Product Lines", "description": "Case study: Freedom Confectionery secured two separate USPTO trademarks. FREEDOM MALLOWS and FREEDOM GUMMIES, for their vegan confectionery product lines.", "url": "https://globaltrademarkcompany.com/case-studies/freedom-confectionery-vegan-trademark", "datePublished": "2026-01-14", "dateModified": "2026-01-14", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://globaltrademarkcompany.com/case-studies/freedom-confectionery-vegan-trademark" }, "image": "https://globaltrademarkcompany.com/og-image.png", "author": { "@type": "Organization", "name": "Global Trademark Company" }, "publisher": { "@type": "Organization", "name": "Global Trademark Company", "logo": { "@type": "ImageObject", "url": "https://globaltrademarkcompany.com/gtc-logo.svg" } } } ] --- [](/) - Trademarks - Patents - Copyrights - Data Privacy - Business Legal - [Pricing](/pricing) - Resources Sign inEN · USD Sign in [Back to About](/about) Vegan Confectionery & Food US # How a Pioneer Vegan Confectionery Brand Secured Dual US Trademarks for Two Product Lines A dual-brand US trademark strategy for a vegan confectionery pioneer expanding into Walmart and major US retail with two distinct product lines. 2 Nice Classes US Jurisdiction Both marks registered at USPTO Timeline FREEDOM CONFECTIONERY Brand Classes Protected: Class 30 Confectionery, Marshmallows (FREEDOM MALLOWS) Class 30 Confectionery, Gummies (FREEDOM GUMMIES) ## The Challenge Freedom Confectionery, established in 2008, is a pioneer in the vegan confectionery space. Their FREEDOM MALLOWS (vegan marshmallows) and FREEDOM GUMMIES (vegan gummy candies) had gained significant traction, including placement in Walmart stores. However, the brand operated two distinct product lines under one parent company. Creating a unique trademark challenge. - The company needed two separate trademarks. FREEDOM MALLOWS and FREEDOM GUMMIES, because each product line had its own brand identity and consumer recognition in the market. - As a pioneer in vegan confectionery (est. 2008), the brand faced increasing competition from new entrants capitalizing on the plant-based trend, making trademark protection urgent. - Walmart and other major retailers increasingly require or prefer brands with registered US trademarks for brand protection and supply chain integrity. - The 'FREEDOM' prefix created potential complications, as descriptive or laudatory terms face heightened scrutiny from USPTO examiners. Each product line had built independent brand recognition, but protecting both meant managing the relationship between two FREEDOM-prefixed marks and the examiner objections that prefix could draw. ## Our Approach Two product names sharing the FREEDOM prefix draw extra scrutiny from examiners, so we filed FREEDOM MALLOWS and FREEDOM GUMMIES as a matched pair and argued them together. 1 ### Dual-brand IP assessment We analyzed both brand names. FREEDOM MALLOWS and FREEDOM GUMMIES. Assessing their distinctiveness individually and their relationship as a brand family. The composite marks (FREEDOM + product descriptor) had stronger registrability than the generic term alone. 2 ### Class 30 clearance search We searched Class 30 (confectionery) for both marks, identifying potential conflicts with existing registrations. The vegan confectionery space, while growing, had fewer trademark conflicts than traditional candy categories. 3 ### Parallel USPTO filing We filed two separate trademark applications simultaneously, one for FREEDOM MALLOWS and one for FREEDOM GUMMIES, both in Class 30. Each application included detailed goods descriptions specific to the product type (marshmallows vs. gummy candies) and evidence of use in commerce. 4 ### Retail partnership documentation We prepared brand protection documentation for Walmart and other major retail partnerships, demonstrating Freedom Confectionery's commitment to IP protection, a factor that strengthens relationships with major retailers. ## The Results Both marks. FREEDOM MALLOWS and FREEDOM GUMMIES. Came through to registration at the USPTO. Trademarks Registered 2 Marks Protected FREEDOM MALLOWS + FREEDOM GUMMIES Status Both Registered Retail Partners Walmart + Others With both marks registered, Freedom Confectionery has the legal foundation to protect their dual-product brand architecture in the US market. The registrations enable enforcement against counterfeiters, strengthen retail partnerships with Walmart, and provide the brand credibility needed for continued expansion in the fast-growing vegan confectionery category. > "We've been pioneering vegan confectionery since 2008, and as the market grew, protecting both our FREEDOM MALLOWS and FREEDOM GUMMIES brands became essential. The dual registration gives us the tools to defend our legacy in this space." > > Freedom Confectionery Team ## Key Takeaways 1 Brands with multiple product lines should consider separate trademark registrations for each line to ensure independent protection and enforcement capabilities. 2 Vegan and plant-based food brands face increasing competition. Filing early secures priority, so later entrants can't claim the name first. 3 Major retailers like Walmart value brands with registered trademarks, making IP protection a business development asset, not just a legal expense. 4 Composite marks (FREEDOM + MALLOWS) can achieve registrability even when individual terms might face descriptiveness challenges. ## Need similar protection for your brand? Whether you're expanding internationally, rebranding, or fighting counterfeiters, a GTC attorney will scope the filing and quote a flat fee before any work begins. 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