The brand
About Stella D'oro
Stella D'oro leaves a public trail: trademark registrations that reach back to the 1950s, a 2009 sale announced to investors, and a distributor line on the back of every bag.
Stella D'oro is a brand of Italian-style cookies and coffee treats, sold on Amazon, known for Breakfast Treats Original.
Stella D'oro in facts
- U.S. trademark
- Reg. No. 2180713, registered August 11, 1998tsdr.uspto.gov, read 7 October 2026
- The mark
- STELLA D'ORO, in typeset lettersthe register translates it as "star of gold" · tsdr.uspto.gov, read 7 October 2026
- Registration status
- Renewed, status dated August 6, 2018tsdr.uspto.gov, read 7 October 2026
- Trademark owner
- S-L Snacks OH, LLCtsdr.uspto.gov, read 7 October 2026
- Country
- United States (Camden, New Jersey)tsdr.uspto.gov, read 7 October 2026
- First registrant
- Stella D'oro Biscuit Co., Inc.tsdr.uspto.gov, read 7 October 2026
- Registered for
- Baked goods, namely, biscuits, cookies, and breadstickstsdr.uspto.gov, read 7 October 2026
- Oldest line name on record
- Lady Stella, in use since April 15, 1953first-use date on Reg. No. 624597, now expired · tsdr.uspto.gov, read 7 October 2026
- Where it is sold
- Amazonread 7 October 2026
- Best-known product
- Breakfast Treats Original, 9 oz bag4,120 buyer ratings, the most of any Stella D'oro cookie in the catalog
stelladoro.online is an independent shop catalog of Stella D'oro cookies: Breakfast Treats, anisette toast and sponge, Swiss Fudge, Margherite and the Lady Stella assortment, by the bag and by the case.
Who makes Stella D'oro?
The Stella D'oro trademark, registration number 2180713, belongs to S-L Snacks OH, LLC, and the bags say "Distributed by Snyder's-Lance, Inc." In 2009 Lance, Inc. announced it would buy the brand and bake the cookies in Ashland, Ohio.
What the bag says
The front of a current bag reads "Quality since 1930" above the name, with an OU mark and the word pareve beside the net weight. The back names the distributor under the ingredient list.
The Stella D'oro range today
All 9 Stella D'oro cookies
What the Stella D'oro name covers
The live registration covers baked goods: biscuits, cookies and breadsticks. The 2009 announcement of the brand's sale lists shelf-stable cookies, breakfast treats, breadsticks and biscotti.
Nine cookies are on sale now, from Breakfast Treats to the Lady Stella assortment. Breadsticks and biscotti carry the name too, in the register and in the 2009 announcement.
Stella D'oro by year
- 1930
Every current bag prints "Quality since 1930" above the name. A 2009 press release of the brand's buyer gives the founding year as 1932.
Source: Bag front; Lance, Inc. press release, September 8, 2009, read 7 October 2026 - 1953
The register dates the first use of STELLA D'ORO LADY STELLA SD, for cookies and biscuits, to April 15. Stella D'oro Biscuit Co. Inc. registers the name in 1956.
Source: USPTO, registration 624597, read 7 October 2026 - 1998
The word mark STELLA D'ORO is registered on August 11 as Reg. No. 2180713 for biscuits, cookies and breadsticks. Stella D'oro Biscuit Co., Inc. of New York filed for it in 1997.
Source: USPTO, registration 2180713, read 7 October 2026 - 2009
Lance, Inc. of Charlotte, North Carolina announces on September 8 that it will buy the Stella D'oro brand from Stella D'oro Biscuit Co., Inc. and bake its products in Ashland, Ohio.
Source: Lance, Inc. press release, filed with the SEC, read 7 October 2026 - 2018
The trademark registration is renewed for another ten years. The register now lists S-L Snacks OH, LLC as its owner.
Source: USPTO, registration 2180713, read 7 October 2026