Trader Joe’s Commits to Mango!


Much lauded retailer Trader Joe’s continues to build it’s brand on discovery, innovation and of course private brand and this summer it is trying to create/drive food trends with a deep dive into Mango.

IMG_4162“The secret to your Summer 2016 happiness lies not in fame, fortune, or political power, but in mango,” writes a witty unnamed writer in Trader Joe’s  Fearless Flyer. “We think you’ll agree that our Mango-Madness is more than just madcap; it’s mouthwateringly delicious.”

IMG_4150Seasonal flavors and promotions are nothing new, whether it’s the ever present pumpkin spice, candy cane or limoncello, but this effort from Trader Joe’s is unparalleled in its breadth and commitment. 47 products now grace the shelves, endcaps and floors of the small format store. The commitment is astounding.

  1. Mango, Mango, Fruit & Yogurt Gummies
  2. “Soft and Juicy Mango” dried mango slices
  3. “This Mango Walks Into A Bar…” cereal bars
  4. actual mangos
  5. Ballast Point Mango Even Keel beer
  6. Chile Spiced Mango slices
  7. Freeze Dried Mango
  8. Grilled Jerk chicken thigh Skewers with Mango Chutney
  9. Honey Mango Shave Cream (told you)
  10. Just Mango Slices (these are crazy good)
  11. KBC Mango Pale Ale
  12. Mango & Cream Bars
  13. Mango & Cream Ice Cream
  14. Mango & Strawberry Flatbread
  15. Mango Babka
  16. Mango Bar Bites
  17. Mango Black Tea
  18. Mango Body Butter
  19. Mango Chili Chicken
  20. Mango Coconut Flavored Caramel Corn
  21. Mango Coconut Pudding
  22. Mango Flavored Green Tea
  23. Mango Galette (which is basically a pie)
  24. Mango ginger chews
  25. Mango Ginger Seed Crisps
  26. Mango Jicama Slaw
  27. Mango Joe-Joe’s
  28. Mango Lemonade
  29. Mango licorice
  30. Mango Macarons
  31. Mango Mango Mochi
  32. Mango Margarita Mixer
  33. Mango Nectar
  34. Mango O’s
  35. Mango Passion Granola Cereal
  36. Mango Passionfruit juice
  37. Mango Salsa
  38. Mango Sorbet Bon Bons
  39. Mango Strawberry Flatbread
  40. Mango Taffy
  41. Mango Tangerine Candle
  42. Mango Waffles
  43. Mini Mango Pies
  44. Orange Peach Mango Juice
  45. Salad Palette with Mango
  46. Sweet & Spicy Mango Dressing
  47. Tropical Mango Salad KitIMG_4154 IMG_4153 IMG_4161 IMG_4158 IMG_4151
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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.