HAMMOND, Ind. -- Lawyers for the Orthodox Union, a kosher food certification group, filed a court motion Monday to dismiss a lawsuit that claimed the Hobart, Ind.-based Luke Oil gas station chain's recently introduced "Serving U" logo infringed on the "OU" symbol the Orthodox Union gives to products certified as kosher, reported nwi.com.
A judge in Hammond federal court will have to rule on the dismissal motion, but judges do not often deny such requests, said the report.
Luke Oil vice president Thomas Collins Jr. declined to discuss the terms of his company's agreement with the Orthodox Union, but Luke Oil has rolled out a new branding campaign to replace the short-lived "Serving U" logo, which was stamped on coffee and soda cups and promoted on company website, uluke.com. The company is now using a logo that highlights the "u" in the company name.
The new tagline is "The only thing missing is You," according to the website.
Collins said the switch has been more stressful than it was financially damaging. The company has replaced the logo in the handful of Luke retail spots where the offending logo could be seen. The company is still working on converting the rest of the chain to the new branding scheme.
The company is "moving forward," Collins told the news outlet.
"I think our customers understood. They were curious about what was going on, and they supported us through it," he added.
Orthodox Jewish dietary laws prohibit a host of foods, including pork and shellfish. For a food to be kosher, all ingredients must be kosher, and the food must be manufactured according to kosher rules. The Orthodox Union stamps its "OU" symbol on certified product as a signpost for the millions of U.S. consumers who keep kosher, the report said.
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