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Yes, you can go there to pick up a head of lettuce or a gallon of milk. But it’s equally likely a shopper heads to Trader Joe’s to try a fun snack like pickle-flavored popcorn, pumpkin spice protein bars, beer made with cookie butter (speculoos) or cheeseburger burritos.

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“I think that Trader Joe’s is like the Disneyland of American grocery stores,” she says. “They’re appealing to customers’ different senses, everything from the eye-catching product packaging and the handmade artwork in the stores to the music on the speakers, the tasting counters for sampling products.”

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But Trader Joe’s — TJ’s, to those in the know — fandom has become its own cottage industry, with TikTokers and YouTubers developing followings for regularly rating and reviewing new products or visiting different locations to see how they compare.

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For Peruvian Maria Silva, who spent her college years in North Carolina and New York, Trader Joe’s became a crucial part of her American experience.

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“I felt in terms of quality and price and the overall shopping experience it was my favorite (grocery store),” Silva says. “I like the packaging a lot, and also how the products are advertised in the store.” She counts the Panettone, vegetable samosas and chocolate-covered pretzels among her favorite items.

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“They’re trying to dazzle and delight and to wow you,” says Averbach, “not just to sell you groceries.”

Even the product names are intended to be part of the brand. Mexican food products like salsa and tortillas are sold under the in-house “Trader Jose’s” label, while Chinese items like frozen dumplings are labeled as “Trader Ming’s.”

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“We want to be clear: we disagree that any of these labels are racist. We do not make decisions based on petitions,” Trader Joe’s said in a statement at the time. “We thought then (when they were originally created) - and still do - that this naming of products could be fun and show appreciation for other cultures.”

Initially, the brand said it would remove some of the labels,only to backtrack soon after. Today, many of them remain on TJ’s shelves.

In addition to snack foods, the brand’s tote bags have become a phenomenon too. Different regions sell state- or city-themed totes, anda mini version of the bagswent viral earlier this year, with resellers hawking them for as much as $500 on eBay.

“Our product development team travels the world in search of products we think are exceptional and that we believe will find a following among our customers,” said a company representative in an email.

“To earn a spot on our shelves, each potential product is submitted to a rigorous tasting panel process. If a product is widely loved by the panel and represents an outstanding value, it earns its place on our shelves and becomes part of the Trader Joe’s shopping adventure.”

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