The Wirecutter Show

Episode: Wirecutter’s Guide to Shopping at Trader Joe’s

Date: September 10, 2025
Hosts: Kyra Blackwell, Rosie Guerin
Guest: Anthra Sinha (Associate Staff Writer, Wirecutter Kitchen Team)

Overview

In this episode, Kyra Blackwell and Rosie Guerin are joined by Anthra Sinha from the Wirecutter Kitchen Team for an in-depth guide to shopping at Trader Joe’s. The conversation explores the cult status of Trader Joe’s, its unique business model, how its products are selected and tested, and Wirecutter’s own rigorous taste-testing results for the store’s best offerings. The episode is packed with smart shopping tips, product recommendations, and a live taste test of top picks.

Key Discussion Points & Insights

Why Focus an Entire Guide on Trader Joe’s?

• Trader Joe’s as an Exception:
  Unlike Wirecutter’s usual approach, focusing on a single store was justified due to Trader Joe’s national reach, obsessive fan base, and distinct, focused product selection.

  “They do kind of inhabit this very unique spot… introducing a lot of folks to new flavors, international cuisines, and that feels very kind of unique.”
  — Anthra Sinha [06:03]

Trader Joe’s Shopping Experience

• Limited Selections, Curated Shelves:
  Unlike other supermarkets with overwhelming choices, Trader Joe’s curates its options — you get one spaghetti, not ten.

  “Trader Joe’s whole business model really relies on: we have one spaghetti and this is the spaghetti that you have to get.”
  — Anthra Sinha [07:21]

• Intentional Store Design:
  The layout, shelf height, and even building choices support a local, community-focused ambiance.

  “They really want Trader Joe’s to feel like your local market and a place where you’re a regular…”
  — Anthra Sinha [10:29]

History and Ownership

• Origins:
  Founded by Joe Coulombe in the 1960s to serve “the over educated and underpaid.”

  “His whole ethos was to sell food for the over educated and underpaid, which is a very loaded phrase…”
  — Anthra Sinha [08:33]

• Current Ownership:
  Now owned by Aldi Nord (a branch of the German Aldi supermarket chain), but operates mostly independently.

  “It’s owned not by the Aldi that we’re familiar with… It’s owned by Aldi Nord…”
  — Anthra Sinha [09:43]

Business Model Deep Dive

• Private Label/Co-Packing Model:
  Nearly 80% of products are Trader Joe’s branded but manufactured by outside companies (private- or white-labeling), keeping prices low and bypassing costly slotting fees.

  “That’s how Trader Joe’s actually also makes things so cheap — majority of their stuff is in house, in house in labeling, but the food is coming from other manufacturers.”
  — Anthra Sinha [12:56]

• Slotting Fees Explained:
  Regular stores charge brands hefty fees for shelf space, costs which TJ’s avoids entirely due to their private label model.

  “Because products for Trader Joe’s are private labeled, there’s no slotting fee. That keeps the cost down.”
  — Anthra Sinha [15:06]

• Product Discontinuation as Strategy:
  Rapid product turnover keeps inventory costs low and shoppers intrigued, encouraging regular visits.

  “With that rapid turnover, it also keeps folks coming back because there is the sort of feeling of intrigue, of discovery every time you walk into the store.”
  — Anthra Sinha [16:30]

Dealing with Seasonality & Discontinuations

• Pro Tip:
  For beloved staple items, stock up when available.

  “For something that’s sort of like a frozen item, you should just stock up when you see it.”
  — Anthra Sinha [17:47]

• Explore Beyond TJ’s for International Foods:
  Many "international" items at Trader Joe’s can often be found in greater variety and authenticity at local specialty markets.

  “If you love something enough… check out those other places… if you go to an H Mart, there’s ten types of frozen kimbap.”
  — Anthra Sinha [18:54]

Transparency on Suppliers

• How to Uncover Product Origins:
  Food recalls are one of the rare ways to track down Trader Joe’s suppliers.

  “If there’s a recall… for that same potato chip, you can kind of make the educated guess that they’re coming from the same manufacturer.”
  — Anthra Sinha [27:58]

  “An important distinction:… these big suppliers will tweak their ingredients for Trader Joe’s, so it’s not quite as easy as a one to one comparison.”
  — Anthra Sinha [28:44]

The Great Wirecutter Taste Test

• Selection Process:

  • Focused on year-round, non-perishable items (mainly frozen foods, snacks, and baked goods).
  • Skipped ingredients like butter or ketchup that Wirecutter independently reviews elsewhere.

  “We also chose not to test fresh and fresh prepared products because there’s so much store to store variant...”
  — Anthra Sinha [22:18]

• Taste Test Logistics:

  • Eight staffers, five days, grouped tests by product type (cheeses, frozen snacks, etc.)
  • Aimed for a diversity of perspectives, from single shoppers to parents.

  “We had a wide range of perspectives… the convenience foods I gravitate toward are different from an editor… who has kids…”
  — Anthra Sinha [24:17]

• Surprising Consensus:
  Despite differing tastes, the team largely agreed on best products based on flavor, value, versatility, and would-you-make-a-special-trip-for-it?

  “Despite everyone’s sort of varied palates… we were all able to come together to a consensus on most items.”
  — Anthra Sinha [25:04]

• Top Picks:

  • Unexpected Cheddar (noted for value and taste)
  • Chocolate Cake (irresistible, even for those not typically into sweets)
  • Frozen Kimbap (vegan, convenient, and versatile)
  • Rolled Chili Lime Tortilla Chips (Trader Joe’s version of Takis — crowd favorite)

• Not a Winner:

  • Truffle Mousse Pate (“gritty” and unanimously disliked)

    “It was… gritty. Unanimously we were all not a fan.”
    — Anthra Sinha [26:24]

Live Taste Test (32:00–34:50)

• Frozen Kimbap:

  • Positive remarks on convenience, flavor, and texture.

    “It kind of feels like a whole lunch in one tiny snack. You get a little rice, you get a little veggie, you get quote unquote meat.”
    — Kyra Blackwell [32:26]

  • Hot tip: Pan fry in egg for an even better meal.

    “Take these while they’re frozen, roll them in some whisked egg and then pan fry them — it makes it even more of a complete meal.”
    — Anthra Sinha [32:35]

• Rolled Chili Lime Tortilla Chips:

  • Loved for their generous seasoning and snackability.

    “You get so much of the seasoning on it… It’s just coated. Dredged in chili lime.”
    — Rosie Guerin [33:38]

Inclusivity for Dietary Restrictions

• The tasting and guide specifically call out gluten-free, dairy-free, kosher, and vegan recommendations.

  “We made an effort to really call out dietary restrictions in the guide as well.”
  — Anthra Sinha [30:26]

Fun Moments & Memorable Quotes

• On why people love TJ's:

  “Maybe Cult is a little too strong, but there's definitely a Trader Joe's hive.”
  — Rosie Guerin [01:36]

• On favorite TJ’s products:

  “Their Chipwich? Excellent.”
  — Anthra Sinha [29:32]

• On discontinued favorites:

  “If you cut my rose toner, I'm going to lose it.”
  — Kyra Blackwell [16:19]

Behind the Scenes: Could This Guide Happen for Costco?

• Hosts and Anthra joke about the massive, multi-part undertaking that a similar review of Costco would require.

  “You would need like a 10 part series for that.”
  — Kyra Blackwell [34:46]

Timestamps for Key Segments

• Trader Joe’s Appeal & Background — [06:03–10:29]
• Ownership & Aesthetic — [08:33–10:06]
• Business Model & Private Labeling Explained — [12:24–16:30]
• Shopping Strategies & Taste-Test Process — [17:47–25:02]
• Transparency, Recalls, and Supplier Sleuthing — [27:29–28:44]
• Top Picks & Taste Test — [29:20–34:50]
• Final Thoughts and Takeaways — [35:49–37:18]

For Further Reading

• Full Guide: [Wirecutter’s Favorite Things from Trader Joe’s] (referenced in episode intro/outro)
• Supplier Investigation: Eater’s 2017 reporting on Trader Joe’s recalls and private label sourcing

Final Takeaways

• Trader Joe’s stands out for its affordable, private-labeled, tightly curated selection and playful, “discovery-driven” shopping experience.
• Seasonal churn keeps shopping exciting but makes stocking up a must for favorites.
• Many international-inspired Trader Joe’s products can be found at local ethnic grocery stores, often offering even more variety.
• Wirecutter’s panel-based, cross-lifestyle taste testing delivers real-world, practical picks covering a spectrum of dietary needs.

Notable Quotes

• “Trader Joe’s whole business model really relies on: we have one spaghetti and this is the spaghetti that you have to get.”
  — Anthra Sinha [07:21]

• “Because products for Trader Joe’s are private labeled, there’s no slotting fee. That keeps the cost down.”
  — Anthra Sinha [15:06]

• “With that rapid turnover, it also keeps folks coming back because there is the sort of feeling of intrigue, of discovery every time you walk into the store.”
  — Anthra Sinha [16:30]

• “You get so much of the seasoning… this is just coated. Dredged in chili lime.”
  — Rosie Guerin [33:38]

Summary

This episode offers a practical, enthusiastic, and highly informative guide to navigating Trader Joe’s, blending behind-the-scenes business insights with hands-on product recommendations. Wirecutter’s unique, methodical approach ensures listeners know both what’s special about Trader Joe’s and exactly what’s worth seeking out on their next snack run.