To the extent a customer encountering the defendant's products are deceived an unsatisfying experience with defendant's product -- perhaps because of inferior taste or mouthfeel, or worse, because of bloating, abdominal discomfort, flatulence, an allergic reaction, or diarrhea -- is going to reflect badly upon Halo Farm, thereby damaging its reputation and the goodwill associated with the family of Halo trademarks," the lawsuit reads.