Trader Joe’s Iconic Cookie Slims Down

    Of all the snacks Trader Joe’s has carried over the years, few have gained the iconic status and devoted following of the classic Trader Joe’s Joe-Joe’s and their myriad permutations. Through holidays and flavor crazes, the retailer has readily expanded the Joe-Joe’s selections based on customer response.

    In fact, TJ’s is taking the opportunity to expand via contraction: going bigger by thinking thinner with Trader Joe’s Joe-Joe’s Slims, all the same delicious flavor of the original chocolaty creme Joe-Joe’s cookie in a slimmer, crispier size.

    By now, customers know the time-honored taste of a Joe-Joe: robust, crunchy, chocolate cookies, sandwiching sweet vanilla creme. With Joe-Joe’s Slims, Trader Joe’s has simply taken these same elements and recontextualized them into a thinner, lighter, easier-snacking format.

    With a much slimmer cookie and lighter application of creme, each Slim has the texture and snap of a cracker, making it an even more versatile dessert snack. A lighter profile means easier munching, meaning more opportunities to have a few quick bites.

    Of course, their skinnier size also makes them better accessories for even more indulgent experiences as well: in addition to dunking cookies in milk, now they can be used used to scoop up Belgian Chocolate Pudding.

    Of course, Trader Joe’s Joe-Joe’s Slims aren’t just slighter in size: each 10.9 oz box comes with a slender price tag of $1.79.

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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.