A Bitter Rebrand of a Sweet Name: Cinnabon vs Cinnabuns

ByMarkport

A Sweet Beginning That Turned Bitter

When Melbourne bakery Cinnabuns opened in 2022, it began as a small, family-owned micro bakery in Albion, founded by pastry chef Michael Ng. He described it as a French-style bakery with Asian influence, combining European techniques with flavours familiar to local communities. Known for its soft, fluffy buns filled with Nutella, vanilla, and pandan custard, the shop quickly became a neighbourhood favourite.

Cinnabuns also gained local attention for its cinnamon scrolls, a product that happens to be the signature item of Cinnabon, the U.S.-based multinational bakery chain. What started as a warm and creative family venture soon turned into a legal challenge when Cinnabon objected to the similarity of the name.

The Backstory

Cinnabon was founded in 1985 in Seattle and has since grown into a global franchise icon. Its franchisor, Cinnabon Franchisor SPV LLC, traces its Australian trademark registrations to as early as 1987, long before it opened its first Australian outlet in 2019.

By 2025, Cinnabon had expanded to 25 outlets across Australia, including a flagship store in Melbourne Central.

Cinnabuns, on the other hand, was a small independent bakery that began using its name in 2022 without any trademark registration. Because Cinnabon’s mark was both registered and well known, the global brand had a clear legal basis to protect it from confusingly similar uses.

In its cease and desist letter, Cinnabon asserted that Cinnabuns is aurally, visually, and phonetically similar to Cinnabon, and that its continued use undermines the value of Cinnabon’s trademarks and is likely to confuse or deceive customers.

Why “Well-Known Marks” Have Greater Protection

Under both international and Australian law, well-known trademarks enjoy broader protection than ordinary registered marks. This principle is recognised under the Paris Convention for the Protection of Industrial Property and is reflected in Section 60 of the Australian Trade Marks Act 1995.

A well-known mark can prevent later users from adopting similar names, even if:

  • the later business operates in a different category, or
  • the later user did not intend to copy the brand.

The key question is whether the public might believe the two businesses are connected, or if the later mark takes unfair advantage of the reputation of the earlier one. Because both businesses sold cinnamon-based bakery products, the potential for confusion was even greater.

Since the Cinnabon trademark was already famous and registered, Cinnabuns could not claim good faith or innocence. Trademark law expects business owners to conduct due diligence before adopting a name that resembles a known brand, particularly within the same product space.

The Real Cost of a Forced Rebrand

After receiving the cease and desist letter, the bakery faced two difficult options:

  • Defend the name, which could cost AUD 30,000 to 150,000+ in legal fees, or
  • Rebrand completely, which typically costs AUD 10,000 to 50,000+ once signage, packaging, and marketing materials are replaced.

Cinnabuns chose to rebrand, turning a difficult experience into an opportunity for engagement. The owner invited loyal customers to help choose a new name, showing how community support can soften even the hardest business lessons.

Lessons for Small Businesses

The Cinnabuns vs Cinnabon case is a clear reminder that brand creativity must always be paired with legal awareness. Before launching your business name:

✅ Search the trademark register at IP Australia or WIPO’s Global Brand Database.
✅ Avoid look-alike or sound-alike names, even if spelled differently.
✅ Remember that famous marks have stronger rights, especially when you offer similar products.
✅ Get legal advice early, because prevention costs far less than litigation.

Your business name is more than creative expression. It is a legal identity that carries value, risk, and responsibility. Protect it before you build on it.

About Markport®

Markport® helps entrepreneurs, SMEs, and creative professionals protect and grow their brands through practical IP strategy, design, and education.

Contact us through: https://markport.com.au/contact-us/

Related Links:

“Trademarks FAQ for Australia.” Markport®. Retrieved from https://markport.com.au/trademarks-faq-for-australia/

A bakery is embroiled in a bun fight with an American food giant over cinnamon scrolls | 7NEWS. YouTube video. Retrieved from https://www.youtube.com/watch?v=UikEkrKYaso

“Cinnabuns Trademark Dispute: Cinnabon Legal Action.” Colitco. Retrieved from https://colitco.com/cinnabuns-trademark-dispute-cinnabon-legal-action/