TRADER Joe’s lovers are racing to get their hands on a popular $4.99 product described as crispy, creamy, and delicious.
The new Asian-inspired cakes have garnered much support among fans, although some shoppers are calling out the item for looking nothing like a dessert.
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Trader Joe’s is constantly launching new products to keep up with shifting consumer preferences and retain its loyal customer base.
One of the ways that the specialty grocery store does so is through its selection of international-inspired products.
Asian items are especially popular at the chain, with products such as its Kimbap and Squiggly Noodles going viral online and attracting much attention.
The grocery store has notably been adding more Asian-inspired food items to its offerings in an attempt to continuously deliver innovative products to consumers.
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For example, the chain recently launched its Okonomiyaki Japanese Vegetable Pancakes, Kanom Krok Thai Coconut Pancakes, and Spring Rolls with Tofu or Shrimp.
Another new product that Trader Joe’s has added to its lineup of Asian goodies is its Japanese Mini Taiyaki.
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The limited time frozen product comes with eight miniature fish-shaped cakes for $4.99.
The “crispy” cakes have a mochi waffle consistency, filled with a “creamy custard filling,” per the product description.
“These bite-sized, perfectly pisciform Taiyaki are as much a feast for the eyes as they are a pleasure on the palate,” reads the Trader Joe’s website.
“Every bite starts with the crisp edge of the wonderfully waffle-y exterior, which quickly gives way to the luxurious consistency of the cool custard cream within.”
SWEET MYSTERY
Trader Joe’s fans are already rushing to stock up on the new frozen treat, the appearance of which has left many uncertain as to whether it is a dessert.
One shopper shared an image of the product on Facebook in a post that has garnered nearly 10,000 likes and hundreds of comments.
They encouraged other Trader Joe’s customers to give the Japanese treat a taste.
“If you see these at Trader Joe’s snatch them up!!” wrote the shopper. “They don’t look like dessert, but they are!”
Top five fan favorites returning to Trader Joe’s this spring
Piquant Popcorn
First spotted in stores last month, Trader Joe’s snack aisle recently received an exciting new addition, Eat This, Not That! reported.
The Piquant Popcorn (140 calories) is seasoned with a flavorful mix of onion powder, garlic powder, sea salt, and a nutritional yeast, which has a rich and slightly cheesy taste. Sloan described it as having an “umami richness of flavor.”
Cinnamon Danish Twist Pastry
Trader Joe’s shoppers will have yet another pastry to choose from when the retailer debuts its new Cinnamon Twist Danish later this month. The baked good features a Danish pastry with cinnamon and a custard-style filling. And according to the podcasters, it’s absolutely massive. Amy said it was almost like a “super-sized cinnamon bun.”
The item will only be available for a limited time, but Amy said it should still be in stores around Easter and Mother’s Day.
Thai Peanut Satay Sauce
Trader Joe’s is offering its shoppers a taste of Thailand with a new Thai Peanut Satay Sauce (80 calories) sourced from a supplier in the Asian country. The sauce is made from coconut milk, peanuts, red curry paste, and a variety of savory seasonings, making it an ideal pairing for grilled proteins.
Miller said that Trader Joe’s has offered peanut sauces in the past, but believes this new iteration is” better than any” versions they’ve offered before. The item is already available in stores now.
Brown Sugar Boba Mochi
Mochi fans, rejoice! Brand-new Brown Sugar Boba Mochi are coming to a Trader Joe’s store near you right now. Miller said the treats feature a squishy rice dough surrounding a small boba pearl. They’re also individually wrapped to ensure they don’t stick together.
Dulce de Leche Ice Cream
Trader Joe’s stores tend to have limited freezer space, so the retailer is always rotating its ice cream selection to introduce exciting new flavors. The newest iteration is a Dulce de Leche Ice Cream, featuring a caramel-flavored base with a swirl of dulce de leche. The limited-time item should hit freezer shelves in late March.
Many others were similarly confused by the fish-shaped cakes.
“Don’t look like dessert,” said one Facebook user, as others commented that they thought the dessert was chicken nuggets or fish sticks.
The shape also led many to assume that the product was savory, causing them to misread the packaging.
“I thought it said ‘creamy mustard.’ I’m like… ain’t no way that’s a dessert,” wrote one.
“I thought I read teriyaki custard,” commented another.
In addition to the Japanese Mini Taiyaki, Trader Joe’s has launched 10 new items – and there’s a different Matcha flavor people are excited about.
Meanwhile, shoppers are urging the grocer to “change their mind” after confirming a popular vanilla treat has been discontinued.