But then, the roads get clearer, and we made the trek to TJ’s. But when we GOT THERE, no lie, THEY HAD CHANGED IT AROUND!! Talk about a bit of a Twilight Zone moment! J
That store at Bailey’s Crossroads (Virginia) seems to
have had the same set up for a couple of years.
They change little minor things around every once in a while, but no
real shake ups. But in the few days we
didn’t come visit, they did a big shift!
The first thing I noticed was the greeting cards (card review here) . They used to be inconveniently located on a
wooden column, but now they moved them to their own little rack. I fear it might get in the way of carts and
shoppers, but all in all a good move to sell more cards.
But the biggest move is the infamous DRIED FRUIT AND NUT AISLE – they moved the whole AISLE!! They swapped the cereal/breakfast bar aisle
for the nut aisle, meaning nuts are now open on one side (they are on the last
aisle now, near produce) instead of being in an aisle with two sides. Does that make sense? I think this will be a good move – it leaves
that very popular nut section more room for people to peruse. However, it does make it now back up to
produce, which is also usually crowded…
I am sure a lot of thought went into the big move before they did
it. I hope it works well!
TADA!! Big switcheroo in the store set-up! Dried fruit/nuts now backs up to produce. |
Anyway, there were also a few new products on the
shelves!! One that caught my eye was
this Pour Over Coffee Brewer Brew in the Bag Coffee. It was on an end cap showcasing new products,
but it also had a “Best of 2015” marking by it…
That confused me, because I THINK this something new.
On the "New Product" end cap, but marked with a 2015 Favorites sign, too... |
We were a bit hesitant about this product... |
David carefully brewing our morning coffee |
Susan: I was wary
about this. I was worried the coffee
would be really weak… When making it, it
didn’t feel like we poured all that much water in. There are markings on the back of the package
that show you where to fill up to if you want stronger or milder coffee, so we
tried to follow that, but the envelope doesn’t get “fat” with water to there,
it just looks like the coffee grounds are rising to there, so it is sort of
hard to guesstimate how much water you have poured in.
Honestly, I thought this would be a colossal fail… Here is what the packaging says, “Contains
enough coffee and its own filter to make about two cups of coffee, depending on
the preferred strength. The coffee is
filtered, but with the rich taste of a French Press.”
Well designed label - eye catching |
Back of the package |
Now, onto the taste:
it is a LOT better tasting than I thought it would be. It is a cute concept. But I kept thinking of what would be a good USE for it… At first I thought CAMPING (we are not campers).
Wouldn’t this be good for camping??
But then I thought, people who are real
campers probably already have well thought out coffee making plans and they
wouldn’t need to keep a chichi little TJ’s coffee making system in their gear…
Then I thought – HOTEL
ROOM! You could use this in a hotel, where the coffee they give you in
the room is always too weak. But then I thought,
nah, that’s sorta stupid, too. Are you
going to PACK this TJ’s thing in your SUITCASE for using in a hotel, even
though the hotel is going to supply you with coffee anyway??? Highly doubt it… (David begged to differ here and thought that
maybe it would be worth having these in your suitcase, then I pointed out that
if you were that desperate, you could just go to a coffee shop…)
So I wracked my brain some more… HOW ABOUT THIS! Your electricity
goes out… Your only coffee maker is electric… But you do have to have a way to somehow heat
water to make this coffee… Yeah, that is
a use for it. (Or you could just make
tea…)
Overall, this was better coffee than I expected. We made two cups with it even though we didn’t
put in enough water to get to the “mild” marking. So it made more coffee than we expected and
it tasted better than we expected. It is
an ingenious little system. It ends up
looking like if you bought a box or bag of brewed coffee at Einstein Brothers
or Starbucks and poured it right out of the bag, except you only have enough
for one or two people, not a whole conference room full of co-workers. I think TJ’s is trying to play on the current
trend of POUR OVER COFFEE being all the rage.
Work it, Trader Joe’s!!
Ahhh, morning coffee |
The taste is ok. It
is very mild and smooth. If you like
your coffee like you like your women – mild and smooth (and in a bag) – then this
is for you!
I give this a 3.75.
It is very nice, but entirely unnecessary.”
Susan again, I was thinking about giving this a 3.75, too, but then I thought I should bump my score up to a 4. I mean, it is an INGENIOUS idea… I was worried that we wouldn’t know how much water to pour in, but when we looked on the back TJ’s had thought about that and marked the package quite clearly. It seems like they thought of everything when making this. It is pretty cool. It is ingenious, but unnecessary.
I thought of another use!!!! Say you are an AirBnB host, right?? You put
one of these in the guest room to welcome people and let them make fancy
coffee!! Only, that is silly, too, cuz
they still have to be able to make the hot water to pour in it, so you might as
well just put a little coffee maker in the guest room!!
Wait – BACKPACKING!!!! What if you are going on a long backpacking
trip, and you think, “This is gonna be a looooong hike, I am going to need
coffee during it!!”. It would seem that
might be a use for it, but no, cuz you still have to BOIL WATE, meaning you need to make a campfire and bring a pot or something to heat the water, so you
could just MAKE THE COFFEE IN THAT!
I am trying to hard to find a good use for this puppy,
but I just can’t…
Maybe if you live in a TINY HOUSE or an IKEA SIZED APARTMENT?? |
Trader Joe’s corporate, if you are reading this, please
tell us: WHO IS THE TARGET AUDIENCE FOR
THIS FUNKY, INNOVATIVE PRODUCT??
Like, where should we be using it?
I want to be a fan, but for now it just seems a bit wasteful.
Price: $1.49
Rating: 3.75