Trader Joe’s debuts beloved product in stores at a shocking price

Over the past few years, Trader Joe’s appears to have grown in popularity among consumers, as a few of its products and deals have consistently gone viral on social media.

Last year in March, its $2.99 limited-edition mini tote bags became the latest it bag, thanks to TikTok, which caused a stir in stores. The bags became so popular that they quickly sold out nationwide, and when they were restocked, employees often had to limit how many bags each customer could purchase.

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It’s not just tote bags that customers are crazy about; a few Trader Joe’s food items have also gone viral on social media, such as its caramelized onion dip, Speculoos cookie butter, chocolate peanut butter cups, etc.

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Amid increased popularity on social media, Trader Joe’s has seen a healthy spike in foot traffic over the past year. According to recent data from Placer.ai, the number of consumers that visited Trader Joe’s stores in 2024 increased by 6.2% year-over-year.

Trader Joe’s makes bold move to attract shoppers

As Trader Joe’s continues to win the hearts and wallets of many consumers, it is hopping on a viral trend to help maintain this momentum.

The grocery giant is adding its own version of the TikTok viral Dubai chocolate to its shelves, starting this week. Dubai chocolate is essentially a milk chocolate bar filled with kataifi (a shredded filo pastry) that is mixed with pistachio cream and tahini.

The chocolate bar first went viral on social media in late 2023, when social media influencer Maria Vehera posted a video of herself on TikTok eating the dessert, which was made by Dubai-based Fix Dessert Chocolatier.

Trader Joe’s version of the dessert is made with dark chocolate instead of milk chocolate. An employee first leaked news of the upcoming product on Reddit, which sent fans into a frenzy.

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The grocery chain later confirmed the news, stating that the product is called Patislove Dubai Style Pistachio Dark Chocolate. It will sell nationwide for $3.99 (a shockingly low price compared to other retailers) and be available for a limited time.

“FINALLY! A dark version. The dubai milk chocolate everywhere is wayy too sweet for me. I hope this is a good one!!” wrote one Reddit user.

“I don’t think I’ve ever been more excited for a TJs item! 🤩” wrote another Redditor.

Trader Joe’s battles a growing threat

The move from Trader Joe’s comes at a time when it faces heightened competition from one of its main rivals, Aldi. Data from Placer.ai shows that while Trader Joe’s visits increased by 6.2% year-over-year in 2024, Aldi’s increased by a whopping 18.2%.

Also, fewer shoppers visited other grocery stores before or after stopping at Trader Joe’s or Aldi in 2024 compared to 2023, which suggests that consumers are increasingly considering both stores as primary grocery destinations.

Placer.ai also found that Trader Joe’s usually attracts higher-income shoppers who make an average of $110.1K a year, while the average salary of Aldi’s shoppers is around $75.7K.

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Trader Joe’s also plans to open dozens of new stores in 2025, while Aldi plans to open 800 U.S. locations by the end of 2028.

Trader Joe’s and Aldi are experiencing increased momentum from shoppers as inflation and higher costs of living are forcing many consumers to tighten their spending.

Tariffs (taxes companies pay to import goods from overseas) are also threatening to increase prices, making consumers reconsider their shopping habits.

According to a recent survey from market research company Numerator, 72% of Americans are worried that tariffs will increase prices for everyday goods. Also, 83% of Americans are changing their shopping habits to prepare for the impact of tariffs. Some of these changes include searching for sales and coupons, delaying purchases, buying fewer imported goods, and more.

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