Let’s face it: not all food trends are good food trends. And when it comes to the intersection of food trends and “wellness” trends, forget about it; there has been some ridiculous stuff. But every now and then, when the moon is blue & the stars align, Trader Joe’s come across products like their new Organic Mighty Turmeric Juice Shots and Organic No Joke Ginger Juice Shots— products that are trend-inspired, wellness-conscious, and—above all else—just plain good.

Trader Joes official blog “Dig In” humorously describes them this way.

These days, it seems like everybody is “juicing.” We certainly aren’t doctors, so we can’t (and won’t) comment on any potential health benefits of this trend. We do, however, have some pretty well-trained taste buds, and from where they sit, it’s safe to say that not all juices are created equal. In fact, some cold-pressed juices & juice shots taste noticeably watered-down…because they are watered-down. Trader Joe’s Organic Mighty Turmeric Juice Shots and Organic No Joke Ginger Juice Shots, however, are not.

The base for both is organic coconut water and organic lemon juice. Mighty Turmeric is unique with organic turmeric root juice and a sprinkle of organic black pepper, while No Joke Ginger is distinguished by its organic ginger root juice and a hit of cayenne pepper.

In addition to making sure Trader Joe’s Organic Juice Shots are raw, cold-pressed, and organic, we’ve also made sure they’re a value—we’re selling each two fluid-ounce Shot for $1.99. Shots, shots, shots, shots, shots, shots, shots…

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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.