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‘Trademark bully’: Momofuku turns up heat on others selling ‘chili crunch’

Across the US, a crunchy, crispy chili oil is being drizzled over dumplings, noodles, eggs, pizza – even ice cream. Once an almost secret sauce, this deep red condiment made with bits of dry chilis, crispy fried garlic, and often with sesame seeds and Sichuan pepper, has its roots in China. Now dozens of brands produce versions as this umami bomb goes mainstream.

But all is not well in the condiments aisle. Momofuku, the food empire founded by celebrity chef David Chang, is attempting to seize control of the market – or at least the name. The company has sent cease-and-desist letters to companies using the term “chili crunch” and “chile crunch” on their condiment labels and is trying to trademark “chili crunch” with the US Patent and Trademark Office (USPTO).

Michelle Tew, founder of the Malaysian food brand Homiah, based in New York City, is one of the letter recipients. Tew said her chili crunch is based on her Malaysian family’s recipe, where she grew up.

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