You've got to hand it to Trader Joe's. The grocery retailer knows how to launch new products and get us all to make a fuss about it.
Most people shop at Trader Joe's because of their budget-friendly prices on everything from unique snacks and fresh flowers to staples like eggs and milk.
But several times a year, Trader Joe's seems to hit it out of the park with new products, releasing items that people go crazy for.
💵💰Don't miss the move: Subscribe to TheStreet's free daily newsletter💰💵
Just this year, there was the mini canvas tote bag, which people literally lined up before dawn to get their hands on. The coveted bags were available for about one minute in special-edition pastel shades of blue, pink, purple, and green.
The Cashel Blue Cheese Irish Potato Chips have been such a sensation that they earned the title of Trader Joe's #1 new product for the company's 16th Annual Customer Choice Awards.
Then in the middle of May, Trader Joe's released a Dubai Chocolate Bar, and people lost their minds.
I happen to live in a small-ish city, but we have four Trader Joe's locations here, and I called all of them, hoping to get my hands on the viral snack. No luck.
Yes, Costco also has these chocolate bars, but sometimes going to Costco is just a whole thing.
Trader Joe's version of the Dubai chocolate bar
Originally crafted by Dubai-based Fix Dessert Chocolatier and popularized on TikTok in late 2023, the “Can't Get Knafeh of It” bar gained global attention for its unique combination of flavors and textures.
So it's no wonder that when Trader Joe's “Dubai Style” pistachio cream and kataifi-filled treats hit the shelves on May 26, they were pretty much gone within a day.
By the way, Kataifi is shredded phyllo dough that creates a crispy texture in a sweet cookie-like bar. Think of the Dubai-style dark chocolate bar as a super-elevated Twix.
Related: Trader Joe's rivals could learn a lesson from the cult favorite company
The Trader Joe’s rendition, produced by Turkish chocolatier Patislove, offers a similar taste to the Fix Dessert Chocolatier goodie at a fraction of the cost, making it accessible to a wider audience, per usual for Trader Joe's.
Of course, people who know and love Trader Joe's are loyal partly because of its commitment to low prices, and the Dubai chocolate bar was no exception.
At just $3.99 for a 3.5-ounce bar, the Trader Joe's nibble was a bargain compared to Costco's Fiorella Dubai chocolate, which will cost $44.99 for three 7-oz. bars. The Fix Dessert Chocolatier version will set you back $150 plus shipping for a box of six.
Trader Joe's Dubai chocolate will be back in stock
Trader Joe's uses the launch of new products like the Dubai Style chocolate bar as a sort of market test on the fly, giving customers the chance to vote with their wallets.
If customers love a product enough that it sells out, and they ask for a restock, the company is likely to respond by bringing it back.
Some products — including the Chili & Lime Flavored Rolled Corn Tortilla Chips and the Step up to the Snack Bar Mix — get so popular that they become available year-round.
The Dubai Style chocolate bar should be back in stock around June 10, according to my local Trader Joe's.
And who knows, if enough customers clamor for it, it just might become a permanent item.
Related: Veteran fund manager unveils eye-popping S&P 500 forecast
