Earlier this month, Dunkin' Donuts rolled out its "artisan bagel" line, noting it had reinvented its recipe to feature a soft, chewy texture. Now a bagel company in Queens, N.Y., is taking legal action in an effort to force Dunkin' to drop the word "artisan" from its marketing strategy, arguing that it's false advertising, according to an article on forbes.com.
Marc Fintz, the director of business development for Davidovitch Bakery, has filed motions with the Federal Trade Commission and New York State Attorney General, as well as the Better Business Bureau national advertising board. The company alleges that Dunkin' Donuts artisan bagels "creates the perception that their products are produced by hand, using traditional methods in small quantities. This is not the case."
Fintz argues that his bagels are truly artisan, meaning they are produced by hand—kettle boiled and plank baked—using traditional formulas.