Trader Joe’s Rethinks a Holiday Favorite for Everyday

Sometimes, there are Trader Joe’s holiday private brand products that are so scrumptious, and so craveable, customers wish they could stick around all year long. To assuage these desires, the Trader Joe’s Product Developers have heeded the call to stock one the holiday cookie favorites, in a decidedly non-holiday package – Trader Joe’s Mini Dark Chocolate Mint Coins!

These Mini Mint Coins take their cue from a star-shaped, minty sweet cookie treat TJ’s offers during the holiday season. Inside the smooth, rich, dark chocolate coating, customers will find coin-shaped chocolate shortbread cookies that have been infused with the coolness of mint—peppermint oil, to be exact. It’s a cool, crunchy cookie experience in every bite, with a fresh minty flavor that’s emboldened by sweet dark chocolate.

Each kosher certified, 6-ounce box of Trader Joe’s Mini Dark Chocolate Mint Coins is just $1.99. They will be on Trader Joe’s shelves from January to September when the holiday version returns.


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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.