Jell-o (jell-o)  is one of those "generized" trademarks that are now difficult to defend by the trademark holder, especially, in the US. It's use is so prevalent as applied to any gelatin dessert as to render it a generic word applied to all similar. Supermarkets have the Jell-O aisle sign for all gelatin desserts. Menus show Jell-O in the dessert column when some other brand is used. Aspirin is trademarked (Bayer). So is Escalator (Otis), Trampoline, Formica, Crock Pot, Ping Pong, Butterscotch, Popsicle, Velcro, Plexiglas, Zipper, Tarmac, Shredded Wheat.  When one sells, by name, a "zipper" or "ping pong" balls, who will challenge it?