Cereality wins trademark spat

Cereality Cereal Bar & Cafe, a Chicago-based breakfast chain that got its start at Arizona State University's Memorial Union, has stopped a copycat from opening stores called Cerealicious.

Cereality, which sells bowls of hot and cold cereal and cereal bars at three stores, said it has settled a trademark infringement lawsuit filed in March against an Ohio company that planned to open Cerealicious stores nationwide.

Terms weren't disclosed, but the Ohio company has renamed its concept Cereal Central, said Lisa Kovitz, a Cereality spokeswoman.

Cereality likes that dining out on cereal is catching on with consumers, but "you take parts of our brand and run it through the copier, and that's bad business," she said.

Earlier, Cereology in Iowa was renamed Cabinet after a nudge from Cereality. Next in Cereality's crosshairs: a Canadian company that operates a Cerealicious restaurant in Toronto.