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Trader Joe's Private Label

Jim Mar 24, 2009 11:03 PM

While shopping at Trader Joe's I noticed several years ago, that a frozen pizza they started carrying and still carry looked a lot like Amy's Pizza that I would buy at Andronicos for several dollars more. I purchased it and compared it to the Amy's brand I had at home. Well sure enough it was the same pizza. Since then they added several more of Amy's pizzas under the Trader Joe's label which is referred to in the business world as "Private Labeling". I also discovered that one of their frozen vegetarian enchiladas is also Amy's. I know there are also questions on this board regarding the "cream on the top" milk at TJ's being Strauss' but bearing the TJ's label. I'm now curious as to other name brands out there that those of you suspect or are certain are being private labeled for Trader Joe's.

  1. coney with everything Apr 11, 2009 08:53 AM

    I just noticed when I was in TJ's a couple of days ago that the Natalies Orchard fresh squeezed OJ has been replaced by TJ's. The container looks like the Natalies did.

    1. c
      chompy Apr 8, 2009 10:45 PM

      Not that these are exactly chow-worthy examples, but I'm pretty sure the Joe's O's are Cheerios that have been rejected for defects. And the Woven Wheat Wafers have gotta be Triscuits.

      2 Replies
      1. re: chompy
        Steve Green Apr 8, 2009 11:49 PM

        Don't think so. Cheerios taste different.

        1. re: Steve Green
          CoryKatherine Apr 9, 2009 06:37 PM

          My boyfriend literally lives on honey nut cherrios or whatever brand of the product I choose to buy him, which is Joe's honey Os or whatever they're called 9 times out of 10. He recently told me that he felt like there was a lot of variation in color and even taste between different boxes of the same Trader Joes products. Last weeks box was apparently dark honey colored and this weeks box was light wheat colored. I haven't investigated this or anything but it made me curious...

      2. Steve Green Mar 26, 2009 08:56 PM

        Around the holidays, they sell a TJ's Pure Butter Shortbread, made in Speyside, Scotland. That must be Walkers Shortbread, unless Walkers has another 100-year-old cookie manufacturer as a neighbor in Speyside. Tastes the same to me, but has minor physical imperfections. Way cheaper.

        5 Replies
        1. re: Steve Green
          alkapal Mar 27, 2009 05:57 AM

          i stocked up on the shortbread, and still have 5 boxes. it is delicious.
          i also stocked up on the "white chocolate christmas bark" BARS (by the checkout counter). they're like an old-days girls scout thin mint cookie on a very high quality head trip.

          1. re: alkapal
            Bryan Gros Mar 27, 2009 08:06 AM

            TJ has long carried King Arthur flour. Price has gone up quite a bit the last couple years.

            Yesterday I noticed they now have "TJs Baker's Pantry" brand flour in a bag similar to King Arthur. Unbleached and white whole wheat. What are the odds it is the same King Arthur flour cheaper?

            1. re: Bryan Gros
              chez cherie Mar 27, 2009 05:44 PM

              not according to king arthur's website:

              1. re: chez cherie
                sugartoof Mar 27, 2009 09:33 PM

                That's sad. I wouldn't have ever sprung for the King Arthur stuff if it wasn't for Trader Joe's prices, and now I'm hooked.

                Maybe the new house brand is a repackaging of another great brand?

          2. re: Steve Green
            beachmouse Mar 28, 2009 07:28 AM

            Walker's does provide private label shortbread to Walgreen's, so it's definitely possible they do so for TJ's as well.

            I don't have a TJ's in my area, but some of the private label product descriptions I've heard here sound similar to some of Target's Archer Farms private label offerings. Wouldn't be surprised if the same company made for both big chains.

          3. Caitlin McGrath Mar 26, 2009 01:20 PM

            The tetra-pak soups (tomato-red pepper, butternut squash) are identical to Pacific's, which makes me wonder about TJ's tetra-pak chicken (etc.) broths - are they Pacific, too?

            Here are a few more comparisons: http://www.chow.com/stories/10947

            1. CoryKatherine Mar 25, 2009 04:37 PM

              I thought they sold Amy's burritos at TJs? Is that my imagination?

              1 Reply
              1. re: CoryKatherine
                cheesecake17 Mar 26, 2009 08:43 AM

                I've never seen Amy's products at TJ's in NYC

              2. s
                sugartoof Mar 25, 2009 01:38 AM

                Anything marked "Made for Trader Joe's" that isn't manufactured in Monrovia, California or Needham, Ma. is obviously rebranded, but I do think the products are frequently made special for them to meet their requirements of less preservatives, quality, and who knows what else. Amy's would be an identical dupe, but if you pick up the similar name brand version of some of your favorite TJ foods, (mini crab cakes comes to mind) they're not exactly identical.

                1. alkapal Mar 24, 2009 11:20 PM

                  some have said their dark chocolate is callebaut: http://chowhound.chow.com/topics/396219

                  4 Replies
                  1. re: alkapal
                    Caitlin McGrath Mar 26, 2009 01:56 PM

                    To be specific, it's TJ's Belgian chocolate that seems to be Callebaut (they carry other dark chocolates from other places, including Switzerland).

                    1. re: Caitlin McGrath
                      Steve Green Mar 26, 2009 08:58 PM

                      Someone posted in another thread that these were the Pound Plus bars, and that they once got some (in the regular TJ wrapper) that had the Callebaut name molded into the chocolate.

                      1. re: Steve Green
                        Caitlin McGrath Mar 26, 2009 09:12 PM

                        That was me. It was actually the three-packs of little bars that were stamped Callebaut (the thread alkapal links above has other posters who got that same run, too). It's long been rumored that the Pound Plus bars were Callebaut, so this is proof that their Belgian chocolate (not just dark) is, indeed, supplied by Callebaut.

                    2. re: alkapal
                      gorboduc Mar 31, 2009 08:09 AM

                      The semi-sweet chocolate chips are Callebaut, or at least last time I saw them being restocked, they were coming out of Callebaut boxes.

                      The mini croissants, chocolate croissants, frozen key lime tarts, frozen pecan tarts, sticky buns, and Cannelés, are all Galaxy Desserts.

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