Coining your own word can go too far

In recent months, the “cronut” has become something of a phenomenon among internet users and junk food aficionados alike. For those unfamiliar, this item is meant to be a combination of a donut and a croissant, and resembles the latter if it were a complete circle instead of a crescent and given frosting.

One major part of the cronut’s popularity has to undeniably be the catchiness of its name. A bakery or baked goods company with interest in gaining crowds might be considering such portmanteaus as a way of spicing things up: another one, the “duffin,” has emerged, and it is indeed supposed to be a donut-muffin.

While these might suggest great ideas for food labels and advertising, bakers may need to think about the way they use these terms, as these can bring up issues of trademark that don’t cross someone’s mind until too late. Whether or not these kinds of foods are just a fad, major considerations need to be made in regards to their use.

As Bloomberg calls it, Starbucks’ recent use of the “duffin” has brought it into conflict with other companies who have been making the same pastry and using the same name for some time. The article suggests some important steps for creating hybrids that might be worth following, like focusing on a combined word that might travel better on social media.

But, in the end, what’s most important is quality and proper practices. A color label printer can help on both counts, assuring the customer of the nature of the product and allowing for easy corrections should trademark disputes happen to arise.