Costco Introduces New Frozen Product Inspired by Trader Joe’s Bestseller

Costco Introduces Frozen Kimbap to Compete with Trader Joe’s Cult-Favorite

Trader Joe’s has long been known for its cult-favorite frozen meals and products that often fly off the shelves. One such product that gained viral popularity in the fall of 2023 was its frozen kimbap, a Korean dish that is typically prepared fresh. Now, big box retailer Costco is looking to capitalize on this success by introducing its own version of frozen kimbap.

Costco’s sliced fried tofu and vegetable kimbap comes in packs of six and varies in price based on location. The product has already gained a significant following, with self-proclaimed sushi expert @photogami conducting a taste test comparing Costco’s version to Trader Joe’s. The review, which has garnered over 1.3 million views, rated Costco’s kimbap an 8.2 out of 10 and Trader Joe’s an 8.0.

According to @photogami, both versions are delicious and make great lunches, with some users on social media noting that the frozen dish is often sold out at both retailers. Some differences between the two products include the size of the rolls and the presence of onions in Trader Joe’s kimbap.

While Costco’s kimbap is currently only available on the West Coast, some small food brands have accused Trader Joe’s of copying their products in a recent investigative report. Costco has yet to respond to requests for comment on the matter. As the battle for frozen kimbap supremacy heats up, customers can expect to see more competition between these two popular retailers in the frozen food aisle.