These cookies be highbrow and s****

These new cookies caught my eye in Trader Joe’s for 2 reasons:

  1. Because they have the most ass-inine name ever.
  2. They strike more than a passing resemblance to Tate’s Bake Shop chocolate chip cookies, the ones that are always sold out at Whole Foods.

These cookies be highbrow and sh**.

So, back to that name, which isn’t so much a dig at Chips Ahoy as it is a reference to the premium ingredients, price ($3.99 for 7 oz./14 cookies, more than a buck less than Tate’s), and maybe even a nod to the fact that Tate’s is based out of the Hamptons.

Given this article about Trader Joe’s, I wouldn’t be surprised if Tate’s were manufacturing these. The cookies taste like exact copycats. While I can’t fault Trader Joe’s for creating cheaper house versions of other people’s products, if I owned Tate’s and weren’t getting a cut of this, I’d be pissed.

March 27, 2011 addendum:

The March-April 2011 Trader Joe’s Culinary Compendium flyer writes: “Our buyers kept hearing about this small bake shop in New York that made ‘the’ Chocolate Chip Cookie.” Naturally, a thorough investigation ensued. The reputation was rapidly validated. Using only fresh, quality ingredients, their recipe is straightforward…So we brought these thin, au courant cookies to you with a little added humor and a lot of added value.” Is this Trader Joe’s admission that they ripped off Tate’s, or that Tate’s is manufacturing these cookies for them? Either way, cookies lovers win.

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