4th of JulyWho Makes Trader Joe’s Food?
Hint: It’s not Trader Joe’s!
A taste test to try to figure out who is behind Trader Joe’s food.
Eighty percent of Trader Joe’s products are sold under the company’s private label, but TJ’s doesn’t make them.
When you see that Trader Joe’s packaging, the item is actually produced by a third-party supplier whose identity is kept secret from the consumer, and who also makes other, name-brand products. Sometimes the manufacturer tweaks the product a little for Trader Joe’s audience, but usually the food is kept remarkably similar to the original product, even down to copy and photography on the box. In some cases, TJ’s sells both its own version and the rumored producer’s. But the grocery-store giant’s versions are always astronomically cheaper. Although it’s impossible to confirm who’s producing the goods, you can make a pretty good guess. Doing so has become sport on the Internet (see comments at the bottom of the page). CHOW tasted some of Trader Joe’s private-label products against the real-world versions rumored to be the source. Here’s our take on who’s behind the TJ’s label.
TJ’s Pita Chips Parmesan, Garlic & Herbvs. Stacy’s Parmesan Garlic & Herb Pita Chips
vs.
In Collusion?
Yes.
Appearance / taste
Similar taste, though Stacy’s chips tended to be more toasted and TJ’s had a more even coating of seasonings.
Ingredients
Nearly identical ingredient list, including sunflower oil, sugar, yeast, and malted barley flour.
Cost
TJ’s: $1.99Stacy’s: $2.99 at Whole Foods
TJ’s Goddess Dressingvs. Annie’s Naturals Goddess Dressing
vs.
In Collusion?
Definitely.
Appearance / taste
The exact same flavor and consistency.
Ingredients
Exactly the same, and in the same proportions, from the expeller-pressed canola oil down to the xanthan gum.
Cost
TJ’s: $1.99Annie’s: $3.99 at Whole Foods
TJ’s Vienna Style Lagervs. Gordon Biersch Märzen
vs.
In Collusion?
Yes,for the identical logo alone.
Appearance / taste
Same wheat-frond logo, and the beers had the same amber color, although TJ’s had a foamier head. The beers tasted similar, but TJ’s was a little maltier and sweeter.
Ingredients
Neither lists the ingredients.
Cost
TJ’s: $5.99Gordon Biersch: $9.99 at the local liquor store
TJ’s Indian Fare Punjab Eggplantvs. Tasty Bite Punjab Eggplant
vs.
In Collusion?
Definitely.
Appearance / taste
Same product shot on the box; same exact description: “Braised eggplant cooked in a distinctively flavored sauce”; same silver space-age pouch; similar goopiness. But TJ’s brand was sweeter and less sharply spicy.
Ingredients
Same proportions of eggplant, tomatoes, onions, and spices. But TJ’s adds pumpkin and a smidge more cumin than ginger.
Cost
TJ’s: $1.99Tasty Bite: $2.49 at Whole Foods
TJ’s Very Berry Clustersvs. Peace Cereal Wild Berry Crisp
vs.
In Collusion?
Maybe,or TJ’s is a really good knockoff.
Appearance / taste
TJ’s had unsweetened corn and multigrain flakes, generous oat clusters, and better-tasting berries; Peace Cereal’s berries were too tart, but its corn flakes were too sweet.
Ingredients
Varying proportions of milled corn and oats, dried berries, and sweetener. Peace Cereal also lists cardamom seed, fennel seed, fenugreek seed, and nutmeg.
Cost
TJ’s: $2.69Peace Cereal: $3.99 at Whole Foods
TJ’s Peppermint Toothpastevs. Tom’s of Maine Peppermint Toothpaste
vs.
In Collusion?
Not definitive.
Appearance / taste
Tom’s had a mintier, more pleasant flavor; TJ’s was too salty.
Ingredients
Tom’s contains xylitol (for plaque prevention) and zinc citrate (tartar control); TJ’s has more baking soda (sodium bicarbonate).
Cost
TJ’s: $1.99Tom’s: $3.99 at Trader Joe’s