Trader Joe’s Intros Churro-riffic Goodness

Churros! Get your churros here! No need to line up at the county fair or theme park, and no need to travel back in time to enjoy them with the shepherds who made them by campfire in the Spanish countryside. Trader Joe’s has transformed the classic churro into a crunchy snack customers can take with anywhere.

Trader Joe’s Churro Bites are golden nuggets of churro-riffic goodness. First, with a little help from a fancy-schmancy extrusion machine, they turn cornmeal into extra-puffy, baked corn puffs. Next, they coat the puffs in a mixture of hot, caramelized brown sugar, corn syrup (not to be confused with high-fructose corn syrup, which is a different substance altogether) and cinnamon. Finally, as they cool, they are sprinkled with and sugar —just like you’d find on a fresh-from-the-snack-stand churro. Each 7-ounce bag of Trader Joe’s Churro Bites sells for $2.49.

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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.