Cold Brew is Hot at Trader Joe’s

Cold Brew Coffee is all hot right now and as always Trader Joe’s right on trend. As its name implies, cold brew coffee is brewed with cold water (rather than hot water), so some of the heat-activated oils and acids inherent in the coffee don’t pass through to the brew. No longer masked by the compounds that give coffee its famous, bitter bite, the nuanced flavors of the beans become strikingly more perceptible.

With around 50% less acid than a hot water-brewed cup of coffee, cold brew is truly smooth, but the brewing process can be a hassle. Luckily, Trader Joe’s Cold Brew Coffee Bags make crafting the perfect cold brew an absolute cinch.

Picture giant tea bags — only instead of tea, they’re filled with 100% Arabica medium-roast coffee, grown in Tanzania at the base Mt. Kilimanjaro. Simply toss two Bags into a pitcher with 7 cups of cold water, let it steep in the fridge overnight (8-12 hours), and say good morning to a bright, smooth glass of Cold Brew, complete with subtle, complex notes of berries and molasses.

TJ’s is selling each 8.5-ounce resealable bag of four Cold Brew Coffee Bags for $5.99. Two Bags yield seven 8-fluid ounce cups of Cold Brew, so if you do the math, that’s about 43¢ per ice-cold, refreshing cup. Quite a bargain when you consider that an 8-ounce cup of identically-brewed Cold Brew will set coffee lovers back at least $2.50 at your local coffee joint.

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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.