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Backfill · 2023

#153 of 420

Trader Joe's Everything Seasoning

seq 2
ObserverEstablished brand analysisfood_drinkpositive
clever solutionbrand strategy
Who to Listen ToAction2/9
Trader Joe's
ImagePress/product shot

Press shot: a jar of Trader Joe's Everything But The Bagel sesame seasoning blend with the illustrated label, sitting on a kitchen counter next to a sliced avocado on toast sprinkled with the seasoning.

180 words

Trader Joe's Everything But The Bagel seasoning took the flavor combination from a bakery product and turned it into a pantry staple. It goes on eggs, avocado toast, salads, roasted vegetables, and basically anything where you want salt plus texture. Sesame seeds, poppy seeds, dried garlic, dried onion, and sea salt flakes. The ratio is good enough that it replaced 3 separate spice jars on my counter. At about $2, it undercuts similar blends from specialty brands by 4 or 5 dollars. Each jar lasts a month if you're using it daily. Labeling follows Trader Joe's typical hand-lettered illustration style. Brand trust works here because TJ's has a reputation for finding the right version of a product rather than the most expensive one. I go through about a jar a month and consistency hasn't wavered, which for a $2 spice blend is more than I expected. Good product, fair price, and it makes boring food less boring.