Trader Joe’s is known for its cult-favorite frozen meals and products that often run out or are only sold for a limited time.
Take frozen kimbap, a Korean dish consisting of rice, vegetables and fish or meat rolled inside (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 made fresh.
Now, big box retailer Costco hopes to capitalize on the grocery chain’s success by selling its own version of frozen Kimpab. Listed as new on Costco’s website, the Fried Tofu and Sliced Vegetable Kimbap contains six 8.11-ounce packs of food that vary in price based on location.
Related: Costco cracks down on non-members eating in its food court
The product is so popular that self-proclaimed sushi expert @photogami reviewed dishes from Costco and Trader Joe’s in a taste test. He has garnered over 1.3 million views.
According to his observations, Trader Joe’s sandwiches are larger than Costco’s and the two have a similar flavor profile: He rated Costco’s 8.2 out of 10 and Trader Joe’s 8.0.
@photogami @Costco Wholesale Costco Kimbap vs Trader Joe’s Kimbap #costco #kimbap #traderjoes #koreanfood #thesushiguy ♬ original sound – The Sushi Guy
“For a frozen product, they are both delicious and make great lunches,” said the Northern California-based creator.
In the comments, people shared their opinions on which was better, and many noted that the frozen dish is often sold out at both retailers.
“Trader Joe’s looks like it’s handmade while Costco looks like it’s machine-made because of the well-packaged rice,” one user suggested.
“My daughter is allergic to onions, and for me that’s the main difference,” another explained of the difference between the two. “TJ’s has no onion!”
Related: Trader Joe’s is accused of ripping off smaller food brands
On Reddit, users said that the Costco version of kimbap was only available on the West Coast for now.
Meanwhile, in an investigative report last month, some small food brands told food publication Taste that they believe Trader Joe’s copied their products.
Costco did not immediately respond Entrepreneurrequest for comment.