Trader Joe's is known for its cult favorite frozen foods and products often sold or run only for a limited time.
Take that frozen kimbap, a Korean dish consisting of rice, vegetables, and fish or meat that has been wrapped in it (dried seaweed) and cut into pieces (somewhat similar to sushi). It went viral in the fall of 2023 as a frozen version of a popular Asian dish that is usually only prepared fresh.
Now, major retailer Costco is hoping to cash in on the grocery chain's success by selling its own version of frozen Kimpab. Listed as new at Costco's Web pageSliced Fried Tofu and Vegetable Kimbap contains six 8.11 oz meal packs, which vary in price based on location.
Connected: Costco cracks down on non-members who eat at its food court
The product is so popular Self-proclaimed sushi expert @photogami reviewed Costco and Trader Joe's dishes in a taste test. It has garnered over 1.3 million views.
According to his observations, Trader Joe's rolls are larger than Costco's, and both have a similar flavor profile—he rated Costco an 8.2 out of 10 and Trader Joe's an 8.0.
@photogami @Costco Wholesale Costco Kimbap vs Trader Joe's Kimbap #cost #kimbap #traderjoes #koreanfood #thesushiguy ♬ original sound – The Sushi Guy
“For a frozen product, both are very tasty and make great lunches,” said the Northern California-based creator.
In the comments, people shared their thoughts on which was better, with many noting that the frozen dish is often sold at both vendors.
“It looks like Trader Joe's is handmade, while Costco looks machine-made because of the well-packaged rice,” suggested one user.
“My daughter is allergic to onions, and for me that's the main difference,” explained another about the difference between the two. “TJ's doesn't have any onions!”
Connected: Trader Joe's is accused of ripping off smaller food brands
On Reddit, users claimed that the Costco version of kimbap was only available on the West Coast at the moment.
Meanwhile, in an investigative report last month, several small food brands showed Taste food publication that they believe Trader Joe's has copied their products.
Costco did not immediately respond entrepreneurRequest for comment.