Why did Cracker Barrel Old Country Store pursue action against Kraft?

Cracker Barrel Old Country Store pursued action against Kraft primarily because Kraft’s cheese products shared a similar name. This similarity in branding was significant because Cracker Barrel’s brand and its products rely heavily on their identity and reputation. The potential for consumer confusion arises when products with similar names are on the market, which can dilute the distinctiveness of Cracker Barrel's own brand. By taking action, Cracker Barrel aimed to protect its brand identity and mitigate any risk of customers associating Kraft’s products with its own, which could have negatively impacted Cracker Barrel's brand equity and customer loyalty.