Friday, March 11, 2016

R.I.P., Trader Joe's Reduced Guilt Tortilla Chips (UPDATED)


Trader Joe's, you just broke my heart.

The grocer has discontinued plenty of great products in the past. I still really miss the chicken polenta lasagna. It was amazing.

But I forgave Trader Joe's for getting rid of items--there are always other, new favorites to be introduced. But the decision to discontinue the Reduced Guilt White Corn Tortilla Chips is a step too far.

The chips were my go-to snack. Almost every day: Reduced Guilt tortilla chips and hummus. Yeah, I know, I was probably foolish to believe that I was snacking well by eating "reduced guilt" chips -- they're still chips, after all. But nonetheless, they were my snacking everything.

What stings is Trader Joe's refusal to engage the public, by avoiding social media. What caused the chain to drop the product? We may never know.

What to do now? Is there even anything comparable on the market?

UPDATE: A response from Trader Joe's!:
"Dear Michael,

Thanks for contacting us. We have discontinued the Reduced Guilt White Corn Tortilla Chips in our stores due to slow sales. Because our stores have such limited space, if an item does not meet a minimum sales volume, we will discontinue it in order to bring in something we think will sell better. I will pass your comments on to our buyers for consideration. From time to time, if there is enough outcry to bring back a discontinued item and we are able to do so, we will give it another run.

Customer Relations
Trader Joe's


Anonymous said...

I went to 2 Trader Joe's & I'm not surprised they didn't sell well since BOTH stores had these on the bottom shelf 1/2 stacked & spread wide not forward so no one could see them. It's like they were phasing them out & wanted them to fail. RIP to these amazing chips & the chipotle hummus & the TJ's root beer that came in a very tall amber bottle shaped like a cury lady circa 2000.

Unknown said...

I am beyond upset about this!! These were by far my favorite chips!!!! PLEASE let them bring them back!!

Anonymous said...

Me too! I just did a random google search on "bring back trader joes reduced guilt tortilla chips" because I was wondering if others relied on the chips as much as me. I wrote to Trader Joes--I'm hoping others do too. I completely agree with this blog entry. I was okay with other items disappearing (although I was saddened by a few key ones), but the chips were one too far. It ruined my day/week/month when I found out they had been discontinued.

Anonymous said...

Slow sales? We had to purchase them in bulk (2-3 bags at a time) because they were often sold out at our store.

Anonymous said...

I am beyond sad that you discontinued this perfect chip . . . Trader Joes Reduced Guilt White Corn Tortilla Chips. It was different and better than all the rest and gave a different option than the full fat same old same old chips! Now your shelves are just full of the same old same old and I am passing on them all. I used to buy the Reduced Guilt 10 bags at time if you had them. Trader Joes is a farther trip than my neighborhood store so I always bought 10 bags or what was left on the shelves. I really can't believe these chips were a slow seller as I am sure you are finding out by all the negative comments you are receiving about their discontinuance!!!
If this chip can be found somewhere else I would love to hear about it.

Anonymous said...

I bought 3 bags at a time.

Ashley said...

Thank you SO much for writing this and bringing attention to this (dare I say?) atrocity! I was literally eating ¾ bag/day. They were great w/Mexican dishes but also as a Gluten Free alternative to crackers in my soups. I was truly heartbroken (and dare I say livid) when I discovered that Trader Joes took away this precious staple from me. With my consumption alone, I am shocked that this was a low seller. I PRAY they bring them back, I hate having to shop at other stores seeking a proper alternative. I love TJs…but they are hurting our relationship with this one… 

Anonymous said...

Crushed! I would drive 2 hours away from my home just to get these chips...10 bags at a time....please please
Bring them back!!!

Anonymous said...

Oh I feel the same as all posters concerning my utter dismay at finding out these chips were discontinued! I couldn't believe it as these are the absolutely best low fat and healthy snack food around. I loved them with TJ's Mango Peach salsa or just alone. Low salt too. Why, why, why can't they be brought back? I was just heartbroken when the TJ manager said they were discontinued. Please bring them back for the population that has to watch their fat and salt intake. These were my go-to snack. Sigh....

Heather & James said...

I am crushed also!! Our store was often sold out but they had 2 shelves devoted to them- so they must have sold better than a lot of other products in the chip aisle. I want them back!!!!

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