Trader Joe’s Exhilarating New Coffee Toffee Shortbread Cookies

A wise person once said, “Good ideas start with great coffee.” Nobody seems to agree on the identity of this wise person, but Trader Joe’s wholeheartedly agrees with the sentiment. In fact, they have proof of its accuracy.

Allow us to enter into evidence Exhibit A: Trader Joe’s Coffee Toffee Shortbread Cookies—a brilliant, new cookie the Product Innovation geniuses at TJ’s dreamed up whilst sipping a cup of the hard stuff.

Coffee Toffee Shortbread Cookies are buttery squares of shortbread that boast the unmistakably bold flavor of real, ground Moka Java—one of the oldest and most well-loved of all coffee blends, which consists of beans grown in both Indonesia and Africa. Before Trader Joe’s bakes these cookies, they also mix bits in of crushed toffee for an added caramel-y crunch. Then, once they’re out of the oven, they go all out, dipping one side in and drizzling the other side with delicious, decadent chocolate.

Enjoy Coffee Toffee Shortbread Cookies straight out of the box, dunk them in a cup of after-dinner coffee, or crumble a few atop a scoop of TJ’s Coffee Bean Blast Ice Cream. Trader Joe’s is selling each 4.25-ounce box of Trader Joe’s Coffee Toffee Shortbread Cookies for $2.99.

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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.